Pot Noodle lifts lid on Pot Pasta

Pot Pasta range

Pot Noodle is launching a brand-new range of the nation’s favourite pasta recipes in a snack pot format, under the unsurprising name of Pot Pasta.

Rolling out in July, the Beefy Bolognese, Creamy Carbonara and Cheesy Broccoli variants will be supported by a £2m ‘You can make it the Italian way’ marketing campaign, which includes out-of-home advertising as well as targeted social media activity to tap into Pot Noodle’s loyal fanbase.

Monique Rossi, Snacking Marketing Manager at brand owner Unilever UK, said: “As the number one instant hot snack brand, we continually look at ways to ensure we are providing innovative, great-tasting products that are quick and convenient to eat. The move into pasta made sense for us – we can offer something new for Pot Noodle fans to try as well as open up the brand to a new audience.

“What’s more, it provides another opportunity for retailers to capitalise on the £221 million opportunity the instant hot snack market presents.”

Available July 1, 2017, Pot Pasta has an RSP of £1.39.