Unilever is expanding its Korean-inspired noodle brand, Namdong, with the launch of a new Creamy Cheese flavour.
The launch follows the brand’s debut last year and continues its mission to deliver bold, customisable noodle dishes, this time tapping into the growing ‘cheesy ramen’ social media trend, it said.
On social media platforms like TikTok, ‘cheesy ramen’ has generated thousands of user posts. The new Namdong Creamy Cheese flavour, which has been developed over 12 months, is perfectly positioned to meet this consumer demand, allowing shoppers to create the popular dish at home with the brand’s signature customisable heat.
Like the rest of the Namdong range, the spice comes in a separate sachet, allowing consumers to dial the heat up or down to their preference without sacrificing the rich, creamy cheese flavour.
Reece Newby, brand manager for mini meals at Unilever, said: “Since launching Namdong, we’ve seen a fantastic response to our customisable, Korean-inspired flavours. The viral cheesy ramen trend presented the perfect opportunity for our next innovation.
“We’re giving consumers the flavour they’re craving on social media, combined with Namdong’s signature customisable heat. This launch builds on our brand promise, allowing noodle lovers to create their perfect bowl every time.”
The launch will be supported by a social-first marketing campaign, aligning with the brand’s strategy of engaging with younger demographics on platforms like TikTok.
Namdong Creamy Cheese is available now in 84g pot and a 120g block formats.
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