Unilever snack brand Pot Noodle is expanding its portfolio in the UK with the launch of Pot Pasta.
Rolling out in July, the company hopes to capitalise on the £221 million opportunity in the hot snack market with the range that comes in three flavours: beefy Bolognese, creamy carbonara and cheesy broccoli.
The launch will be supported by a £2 million marketing campaign called ‘You can make it the Italian way’ with targeted social media activity.
Snacking marketing manager at Unilever UK Monique Rossi said: “As the number one instant hot snack brand, we continually look at ways to ensure we are providing innovative, great-tasting products that are quick and convenient to eat.
“The move into pasta made sense for us – we can offer something new for Pot Noodle fans to try as well as open up the brand to a new audience. What’s more, it provides another opportunity for retailers to capitalise on the £221milion opportunity the instant hot snack market presents.”
Each Pot Pasta is seasoned with herbs and spices and will be available from 1 July with a recommended retail price of £1.39.
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