Premier Foods has launched Sharwood Microwave Noodles.
The noodles are a range of flavour infused noodles, designed to be easy to cook in the microwave in two minutes. They are available in Sweet Chilli, Sweet Sour, Rich Soy Sesame, Thai Lemongrass Coriander and Plain, all free from artificial flavours and preservatives.
Sharwoods Microwave Noodles aims to grow the market by making them more accessible to consumers and to mimic the success experienced in rice.
The noodles are packaged in a 250g microwavable pouch with a 12-month shelf life.
Paul Bright, marketing controller for Sharwoods, said: “The pound;25m noodle market is currently static but there is significant opportunity to add pound;3.5m to the category with the launch of a microwave noodle.
“The category requires exploration outside of traditional offerings and new product development tailored to the changing needs of the consumer. A huge opportunity exists for noodles to grow incremental meal occasions and Sharwoods is responding to the increasing emphasis on quick and simple meal offerings.”
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