Pot Noodle is introducing Chinese chow mein to its King Pot format.
The flavour will be added to the four flavours currently available in the 114g format: Bombay bad boy, chicken and mushroom, beef and tomato and original curry.
Chinese chow mein has one of the highest penetrations of all the Pot Noodle flavours so the brand is confident this launch will drive category value by trading up existing fans of the flavour from the larger version.
Pot Noodle marketing manager Monique Rossi said: “Chinese chow mein has been one of our most popular flavours to date and its addition to the King Pot range is a great way to kick off 2016 for Pot Noodle.”
The launch forms part of a 2016 plan for the brand that will be supported by a £5 million marketing investment.
Pot Noodle King Pot Chow Mein is available in cases of 12 (rrp £1.36 per unit).