Bestfoods is nudging the dynamic instant hot snacks category nearer to meals with the launch of King Pot Noodle size on July 17. The new packs are 400g rather than 300g, in chicken and mushroom, and beef and tomato flavours. Bestfoods is backing the growth in pack size with an expanded budget ­ from £12.6m to £13.2m. An outdoor campaign will kick off in August and a TV ad is planned for October. The theme will "maintain the brand's sense of humour," said brand manager Gayle Peacock. The larger size is aimed at hungrier examples of Pot Noodles established consumer ­ young and predominantly male. Bestfoods is looking for sales of £5m in first year. Pot Noodle accounts for around three quarters of instant hot snacks category, which Bestfoods values at £112m. Rsp: 99p {{P&P }}

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