Pot Noodle has a new piri piri chicken flavour which will benefit from the £1.4m marketing investment planned for the entire Pot Noodle portfolio throughout the year. The piri piri pots are red and black to highlight the fiery flavour.

The ad features Pot Noodle ambassador, Brian, who in his quest for an easy life, married a footballer and became a ’wag’. He tells viewers he ’even has his own fragrance, easy money!’ which is ’hot like a fever and spicy like chilli’ and inspired by his greatest love, the new piri piri chicken flavour Pot Noodle. Other support will come from sampling and in-store activity.

IRI figures place Pot Noodle as the market leader in the instant hot snacks category with a 49% value share. Brand owner Unilever expects the roll out of piri piri chicken to add incremental sales to the £207m category by attracting new consumers.

Rrp is £1.10 for a 90g pot, which comes in cases of 12.

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