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.

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