Heinz has launched a rival to Pot Noodle. Called Big Eat, the range of microwaveable pot snacks - rrp £1.39 - are targeted at teenagers after ’real food, real fast’.

There are five varieties: spicy chicken tortellini, tomato & roasted vegetable penne, creamy cheese pasta, chunky vegetable & tomato hotpot and chicken & vegetable curry.

The 350g portions come in portable pots with a thermo-sleeve insulator, that are heated in the microwave in around two and a half minutes.

Heinz senior brand manager Matt Walkers says Big Eat is made with real ingredients and contains no artificial preservatives, colours or flavours. In addition, he says the product has up to half the salt and around twice the fibre of other reconstituted dried noodle meals.

The launch is backed by a £2m marketing spend targeting teenagers and their mums.

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