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.
© FoodBev Media Ltd 2021
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entries 23 July – enter now!
Don’t get left behind
Start your free Foodbev magazine trial today and join thousands of fellow industry professionals in receiving food and drink trends direct to our business.
Click here to start your free trial