Batchelors is set to take on Pot Noodle with the launch of a new format under the SuperNoodles brand.
SuperNoodles To Go is made with hot water and, like Pot Noodle, comes in a 85g pot with a similar rsp, 79p.
Available from the beginning of next month, it will come in four flavours - roast chicken, chicken chow mein, sweet & sour and curry.
Batchelors’ hot snacking category marketing manager, Annie Neil, said: “We know Batchelors SuperNoodles has a loyal following among British families and providing it in a portable format is a natural extension of the brand.
“We believe that this new range will appeal to busy young
adults who want a super tasty snack on the go.”
The launch will be supported by a multimillion pound campaign to include TV ads, instore promotion and point-of-sale material, as well as radio and press ads later in the year.
However, SuperNoodles To Go will have its work cut out to compete against Pot Noodle and upset its 25th anniversary celebrations.
Pot Noodle is already used to dealing with pretenders to its throne, having comfortably kept itself ahead of Crosse & Blackwell’s SnackStop.
And brand owner Unilever Bestfoods claims that the iconic hot snack has a 90% share of the £127m category.
It added a new variant, Seedy Sanchez, to its stable at the beginning of the year.
Batchelors said SuperNoodles To Go would target a more mature market than Pot Noodle - young adults aged 20-40.
Unilever category controller Peter Lloyd said he would welcome Batchelors’ new launch if it genuinely increased incremental category growth.
He added: “Between Batchelors’ launch and our plans for Pot Noodle’s 25th birthday celebrations, pot snacks should be an exciting category to watch this autumn.”
Sean McAllister
SuperNoodles To Go is made with hot water and, like Pot Noodle, comes in a 85g pot with a similar rsp, 79p.
Available from the beginning of next month, it will come in four flavours - roast chicken, chicken chow mein, sweet & sour and curry.
Batchelors’ hot snacking category marketing manager, Annie Neil, said: “We know Batchelors SuperNoodles has a loyal following among British families and providing it in a portable format is a natural extension of the brand.
“We believe that this new range will appeal to busy young
adults who want a super tasty snack on the go.”
The launch will be supported by a multimillion pound campaign to include TV ads, instore promotion and point-of-sale material, as well as radio and press ads later in the year.
However, SuperNoodles To Go will have its work cut out to compete against Pot Noodle and upset its 25th anniversary celebrations.
Pot Noodle is already used to dealing with pretenders to its throne, having comfortably kept itself ahead of Crosse & Blackwell’s SnackStop.
And brand owner Unilever Bestfoods claims that the iconic hot snack has a 90% share of the £127m category.
It added a new variant, Seedy Sanchez, to its stable at the beginning of the year.
Batchelors said SuperNoodles To Go would target a more mature market than Pot Noodle - young adults aged 20-40.
Unilever category controller Peter Lloyd said he would welcome Batchelors’ new launch if it genuinely increased incremental category growth.
He added: “Between Batchelors’ launch and our plans for Pot Noodle’s 25th birthday celebrations, pot snacks should be an exciting category to watch this autumn.”
Sean McAllister
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