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Unilever-owned instant noodle brand Pot Noodle has introduced a new Noodle Blocks line, featuring its four most popular flavours in a block format.
Pot Noodle’s four bestselling flavours – Chicken and Mushroom, Original Curry, Beef and Tomato and Bombay Bad Boy – command a 42% share of the Pot Snack market, according to Nielsen research.
Building on this success and benefitting from a loyal customer base, the brand has developed the new line so that consumers can enjoy their favourite flavours in a different format, tapping into the evening meal segment.
Nielsen research shows that block noodle occasions are growing, primarily driven by a rising consumer preference for these products at evening meals. Pot Noodle said its latest proposition will offer retailers an opportunity to drive footfall and sales, while providing consumers with a convenient and satisfying evening meal.
R&D efforts to recreate Pot Noodle’s familiar taste in a block format included a new approach to flavour development, the brand noted, including a newly created seasoning powder designed to deliver the classic Pot Noodle taste with less powder.
This seasoning powder will also be accompanied by the wet sauce sachet included in the pot variants, paired with noodles portioned at over 110g for each flavour due to demands for larger portion sizes.
According to Unilever, the noodles are engineered to hydrate consistently during stove-top cooking, delivering the texture and bite consumers expect.
Georgina Bradford, general manager of Foods for UK and Ireland at Unilever, said: “We are thrilled to bring our most-loved Pot Noodle flavours into a new format. We know that consumers are increasingly looking for convenience and affordable evening meals, and this launch directly meets the demand with the taste they already love. This offers a huge opportunity for retailers to invigorate the block noodle segment with a trusted, category-leading brand.”
Pot Noodle Blocks are available in major retailers now, with further availability across the wider grocery channel planned for March. They are priced at an RRP of £1.20 per pack.
