Pot Noodle, the UK’s largest brand in the instant hot snacking category, has unveiled a new innovation with the launch of its Flame Grilled Steak flavour. Aimed at fans of meaty flavours with a smoky edge, this fiery addition brings an intense and satisfying twist to the instant noodle aisle.
Launching exclusively in Asda this month, before rolling out nationwide across all major supermarkets and convenience stores later this summer, the latest edition to the Pot Noodle portfolio aims to extinguish hunger with mouth-watering beefy flavours of flame grilled steak.
Flame grilled steak is a hugely popular flavour in the adjacent snacking category and Pot Noodle’s variation has performed extremely strongly in consumer taste tests, with 68% of consumers viewing it as a ‘highly appealing’ flavour.
Pot Noodle is bought by over eight million households and Flame Grilled Steak follows hot on the heels of last year’s popular Chicken Fajita innovation, which has sold 1.78m units to date, and also initially launched in Asda.
A Pot Noodle is sold every second in Asda with the supermarket over-indexing on snacking compared to core grocery sales.
Georgina Bradford, general manager Foods UK & Ireland, Unilever, said: “Pot Noodle Flame Grilled Steak has long been a top requested flavour from our fans. Coupled with the performance of flame grilled steak in other categories and we’re confident it’s going to resonate with our shoppers and drive sales for retailers.
“As per previous years, Asda is the ideal partner to collaborate with on our latest innovation. There is a strong crossover between Pot Noodle’s and Asda’s shopper base, and with snack pots being an extremely expandable category, we think Flame Grilled Steak is going to heat up snacking sales this summer. We’ll also have some unmissable POS activations in Asda stores to introduce Flame Grilled Steak to shoppers.
“Pot Noodle has delivered market-leading growth in the past 12 months, with volume sales up 4.2% and a big part of this success has been our epic flavour options. Taste is by far the biggest sales driver in the instant hot snacks category and the most common reason consumers choose Pot Noodle over competitors. The bold flavour of Flame Grilled Steak is therefore a strong addition to our portfolio.”
Pot Noodle Flame Grilled Steak (90g) is available in ASDA from June, before rolling out to all major supermarkets and convenience stores later this year with an RRP of £1.20.
