Premier Foods Re-invents an Old Favourite With New Pot Variation
Premier Foods is investing in its Batchelors brand by launching its much-loved Super Noodles range into convenient pots. With 4.6 million buyers each year, Super Noodles already has strong brand loyalty, and the new range of pots will aim to attract new shoppers into the Pot Snacks category, currently worth £163 million.
Batchelors Super Noodles will be the first Premier Foods product to benefit from the partnership between Premier and Japanese noodle leader, Nissin Foods. Nissin’s founder, Momofuku Ando, created the world’s first ever instant ramen products in 1958, and later in 1971, the first Pot type instant noodles, helping contribute to food culture around the world. The new pot format uses Nissin’s world leading noodle technology and will be produced at their production facility in Central Europe.
“We’re hugely excited about working with Nissin to take Batchelors Super Noodles into dry pots. As the demand for convenient and tasty snacks continues to grow, we believe entering this category will open up new occasions for Batchelors. Offering our much-loved Super Noodle flavours in a handy format will help bring new shoppers into the category as well as encouraging those who already love the brand to enjoy their favourite noodles more frequently,” comments Yilmaz Erceyes, Brand Director of Savoury Meals at Premier Foods.
Mitsuyuki Nishimori, Nissin’s Chief Representative for Europe, Middle East and Africa, adds: “The combination of Nissin’s noodle expertise with the strong brand equity of Batchelors is one of the key benefits of our partnership with Premier Foods. Thanks to teams on both sides, we’ve managed to bring our first product to market in less than a year, which is a great achievement. We believe that the new Batchelors pots deliver a superior taste that consumers will enjoy and we’re committed to collaborating with Premier on future developments in the months and years to come.”
Batchelors Super Noodle pots will be available in Chicken, BBQ Beef, Curry and Bacon flavours and the launch will be supported by an integrated trial campaign including Instore and Media support.
