Batchelors challenges Pot Noodle

Batchelors Super Noodles is challenging market leader Pot Noodle with the launch of a range of noodles in a pot, called Super Noodles To Go. It is understood that brand owner Campbell Grocery Products plans to invest about £5m in supporting the launch.

The four-strong range, which is expected to be launched this summer, is understood to have been in development for several years. It is Campbell’s biggest grocery launch this year.

The company is keen to win market share from Unilever Bestfoods-owned Pot Noodle. It is thought that it will use television as part of the launch campaign.Campbell’s is keen to develop the Super Noodles brand and has already launched a 98 per cent fat-free product this year. The low-fat noodles are available in three variants and aimed at consumers looking for a healthy snack.

Campbell’s acquired the Batchelors brand, which also includes Cup a Soup, from Unilever in 2001. It is looking to take the brand into the convenience sector and has already launched Cup a Soup in a cup, which is aimed at the lunch market.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here