Pot Noodle is set for a reinvention of products, packaging and communications. Unilever UK Foods is carrying out a pound;10m relaunch of the brand, with marketing including TV, poster, direct mail and sampling.
The range has been reformulated to reduce salt while maintaining taste.
In addition to the lower salt levels in the standard formulations, a reduced salt chicken and mushroom variety will be launched with 33% less salt that the standard variety.
The packaging revamp includes new graphics, an updated logo, higher quality labels and premium case trays.
These changes are intended to make the brand stand out, while the on-pack flashes highlight the “only 5% fat” and “no artificial colours and preservatives”.
The new look will be on shelf from April 24th.
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