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product news: Pot Noodle expands into pasta

John Wood ·

Pot Noodle is launching a new range, featuring pasta recipes in a convenient snack pot format.

Rolling out in July, the Beefy Bolognese, Creamy Carbonara and Cheesy Broccoli variants will be supported by a £2m above the line ‘You can make it the Italian way’ marketing campaign, which includes out-of-home advertising as well as targeted social media activity to tap into the Pot Noodle fanbase.

Monique Rossi, snacking marketing manager at Unilever UK, said: “As the number one instant hot snack brand, we continually look at ways to ensure we are providing innovative, great-tasting products that are quick and convenient to eat.

“The move into pasta made sense for us – we can offer something new for Pot Noodle fans to try as well as open up the brand to a new audience. What’s more, it provides another opportunity for retailers to capitalise on the £221m opportunity the instant hot snack market presents.”

Pot Pasta has an RRP of £1.39, and will be available from 1 July.

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