Naked, traditionally celebrated for its Asian-inspired instant hot snacks, has announced the launch of a new Ultimate range, marking its first foray into globally inspired products.
This first-to-market move in the category introduces flavour-boosting toppers and sauce sachets to enhance the hot snacks market in Italian, Mexican, and Korean cuisines, expanding the Symington’s brand’s portfolio beyond the vibrant Asian tastes that consumers have come to love. Accompanied by a bold new packaging design, Naked Ultimate will debut with new positioning and a comprehensive marketing campaign, featuring a fresh creative activated across video on demand, paid media, and social channels.
The range featuring five new instant hot pasta, noodle, and rice snack products, is designed to offer a unique culinary journey, each product is crafted with distinct ingredients: including texture-enhancing toppers, flavour-rich sauce sachets and vegetable inclusions. All based on consumer research and market trends, the range includes:
- Italian Style Carbonara Pasta with Miso (80g, £1.75): A blend of creamy carbonara with an umami-rich miso twist, topped with breadcrumbs and bacon pieces.
- Tuscan Style Chicken Pasta (74g, £1.75): A flavoursome creamy chicken and sun-dried tomato sauce, finished with a crunchy crouton, spinach, and basil topper.
- Mexican Style Chipotle Rice (81g, £1.75): A smoky, spicy rice, enhanced by a chipotle salsa and a topper of crispy onion, sweetcorn, and red chilli, all designed to satisfy vegetarians and spice lovers alike.
- Mexican Birria Style Ramen Noodles (84g, £1.75): A savoury depth of beefy birria sauce with ramen noodles, topped with onion, coriander, and jalapeño for an authentic Mexican kick.
- Korean Style Chicken Noodles (88g, £1.75): Features sweet and spicy chicken flavours, highlighted by a gochujang and soy sauce sachet, and finished with a crispy onion and chili topper for a dynamic culinary experience.
Available at Asda and Tesco later this month, the Naked Ultimate range will retail at an RRP of £1.75. The launch will be supported by an engaging marketing campaign using video on demand, digital advertising, and social media to capture the 18-34 demographic. Themes of ‘Liberation’ and ‘Global Flavour Adventure’ will be central to engaging a broader audience seeking unique taste experiences.
“The Naked Ultimate range reflects our dedication to embracing global trends and providing exciting new snacking experiences,” said Jamie Bryant, senior brand manager at Symington’s Ltd. “Our entry into global flavours not only expands our product portfolio but also invites consumers to explore a world of tastes.”
By innovating on snacking textures and flavours, Naked is set to capture a more diverse audience, particularly appealing to culinary explorers aged 16-34, who already exhibit a broad culinary repertoire[1]. The rich sauce sachets and distinctive topper features offer a customisable and interactive snacking experience, addressing growing consumer desires for personalisation and engagement. Positioning Naked for an exciting new era within the instant hot snacks category.
International agro-food group Newlat acquired Symington’s in 2021, and Princes Limited in 2024. Princes now manages and operates the Symington’s business in the UK, including its brands Chicken Tonight, Ragu, Naked and Mug Shot.
