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Unilever-owned Pot Noodle, a leading player in the UK instant hot snack sector, has introduced a new flavour, Flame Grilled Steak, available exclusively at Asda this month before a broader rollout to major supermarkets later this summer. This launch aims to capitalise on the popularity of meaty flavours in snacking and is expected to drive incremental sales for retailers.

Flame Grilled Steak has gained traction in adjacent snack categories, positioning it as a strategic addition to Pot Noodle's offerings. Consumer taste tests revealed that 68% of participants found the new flavour 'highly appealing,' indicating strong potential for market acceptance.

This is particularly relevant as Pot Noodle has demonstrated robust sales performance, with over one unit sold every second at Asda.

The introduction of this flavour follows the successful launch of Chicken Fajita last year, which sold 1.78 million units, further solidifying Pot Noodle's reputation for innovative flavour offerings. The brand is currently purchased by more than 8 million households in the UK.

Asda has been identified as a key partner in this launch, benefiting from point-of-sale activations designed to enhance shopper engagement and drive category performance.

Georgina Bradford, general manager foods UK & Ireland at Unilever, highlighted the synergy between Pot Noodle’s and Asda’s customer bases, suggesting that the collaboration will maximise the impact of the new product.

She noted: “Flame Grilled Steak has long been a top requested flavour from our fans. The strong crossover between our shopper bases positions us well to boost sales in the expanding snack pot category.”

With volume sales of Pot Noodle up 4.2% over the past year, the brand aims to leverage consumer preferences for bold flavours to enhance its market position. The introduction of this flavour is seen as a critical move to sustain growth and capitalise on consumer trends favouring convenience and taste in snacking.