Uniliver UK is adding Chinese Chow Mein to the King Pot format of its number one instant hot snack, Pot Noodle.
Available to order now, the company says Chinese Chow Mein has one of the highest penetrations of all the Pot Noodle flavours. It is confident the launch will drive category value by trading up existing fans of the flavour from the 90g to the 114g version.
The rollout of Chinese Chow Mein in King Pot format will add to the four variants currently available in the King Pot range - which includes Bombay Bad Boy, Chicken and Mushroom, Beef and Tomato and Original Curry flavours.
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.”
The launch of Chinese Chow Mein in King Pot format follows the launch of the ‘You Can Make It’ brand repositioning in 2015 and forms part of brand plans for 2016 that will be supported by a £5 million marketing investment.
Pot Noodle King Pot Chow Mein is available in cases of 12 and has an rrp of £1.36 per SKU.