Unilever UK is flagging up the 50% salt reduction in its Pot Noodle snack range with a new TV advertising campaign. Breaking next week, the ad forms part of a £10m brand support campaign this year. It returns to the Pot Noodle 'mine' in Wales to show an interview with a veteran miner who explains, in an unusually high-pitched voice, how the salt has been extracted from the noodles. The idea is to appeal to the brand's core audience of young adults and also to mums - the family's food gatekeeper. "Our Pot Noodle relaunch helps address consumers' concerns about health and reducing salt," said Unilever UK's category operations manager Julie McCleave. "We're proud of our large reduction in salt, which has been achieved without compromising the taste. We are continuing the Pot Noodle mining theme to communicate this to young adults and to reassure mums."

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