Unilever UK has added Chinese Chow Mein to the King Pot format of Pot Noodle. The company says Chinese Chow Mein has one of the highest penetrations of all the Pot Noodle flavours and it is confident the launch will drive category value by trading up existing fans of the flavour from the 90g to the 114g version.

Chinese Chow Mein joins Bombay Bad Boy, Chicken & Mushroom, Beef & Tomato and Original Curry in the King Pot format. With an rrp of £1.36, it comes in cases of 12.

Monique Rossi, marketing manager for Pot Noodle says the brand has a 47% market share and King Pot is a key driver of growth in the category: "Chinese Chow Mein has been one of our most popular flavours to date and its addition to the King Pot range is a great way to kick off 2016 for Pot Noodle."

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