Heinz launches Pot Noodle rival

Heinz is gearing up to take on Unilever with the launch of a range of microwavable snacks that aim to take on Pot Noodle. The Big Eat range will be the grocery food giant’s first launch in the pot snacks category.

The range, which launches next month, will have five variants, including chicken and vegetable curry and tomato and roasted vegetable penne, and will be positioned as fast but wholesome food for teenagers. The range has no artificial flavours or preservatives. It will cost £1.39 for a 350g pot.

Big Eat will be supported by a £2m advertising campaign including TV, press, outdoor and sampling.

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