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Unilever has entered the competitive instant noodle market with the introduction of Namdong, a new brand offering Korean-inspired noodle dishes designed to cater to growing consumer demand for spice and flavour. This launch comes amid a growing preference for authentic Asian cuisine in the UK, particularly Korean dishes, which have seen a surge in popularity among consumers.

The Namdong range features three distinct flavours – Beef Jjigae, Chicken Jjigae and a vegan option, Kimchi Jjigae – each inspired by traditional Korean stew dishes.

Notably, the product allows consumers to customise their spice levels, with heat provided in a separate sachet. This innovation aims to address the varying palates of noodle enthusiasts, from those seeking intense heat to those preferring milder flavours.

The rise of Asian-inspired foods in the mini meals category reflects broader consumer trends, with research indicating that Korean cuisine is increasingly favoured among UK diners. As consumers become more adventurous with their food choices, the opportunity for products that deliver authentic flavours while accommodating personal taste preferences has expanded.

Unilever's general manager for foods UK & Ireland, Georgina Bradford, noted the strategic alignment of Namdong with current market demands. She commented: “Namdong offers a rich combination of Korean-inspired flavours and addresses a clear consumer demand for customisable spice levels on noodle dishes”. This approach is particularly appealing to younger demographics, including Gen-Z and Millennials, who are driving the growth in the Asian food segment.

The development of Namdong involved collaboration between Unilever’s food technologists and experts in Korean cuisine, ensuring that the product maintains authenticity while also appealing to a broad audience. The noodles are available in two formats – pots and blocks – allowing retailers to cater to different meal occasions, whether for a quick lunch or a convenient dinner option.

The Namdong flavours are designed to provide a hearty, stew-like broth that enhances the overall eating experience. For example, the Beef Jjigae variant combines slow-cooked beef with roasted garlic and paprika, while the Kimchi Jjigae offers a fresh aroma with bold, fermented notes.

Namdong is currently available in Morrisons, with plans for nationwide rollout beginning in August. The pricing strategy positions the products competitively, with pots retailing at approximately £1.60 and blocks at £1.30, although final pricing will be determined by individual retailers.