Premier Foods is rolling out a larger 100g pot format across its much-loved Batchelors ‘Super Noodles’ line-up this April, following the successful launch of BIG Pots into its ‘Pasta ‘n’ Sauce’ range last October. Available in three popular Super Noodles flavours – Chicken, BBQ Beef and Curry – the pots help meet the demand for more filling meal solutions.

Within the quick meals category, pots are performing well – worth £43m a year and experiencing +16% growth year-on-year[1]. Offering a convenient meal solution, large pot snacks are one of the fastest growing formats in the sector at +18%[2], due to shoppers looking for products that will satisfy a larger appetite. The new BIG Super Noodles Pots cater to this growing demand by offering the ‘Super Tasty’ flavours customers expect of Super Noodles, in a 33% bigger pot.

Adam Woolf, brand director for quick meals, snacks and soups at Premier Foods, comments: “Our new BIG Pot format has helped us to enrich the range and will attract a different shopper to the category. Larger pots tend to be bought by younger people, predominantly males, versus the core range. With the move towards more filling pot snacks only expected to grow further, our latest offering allows retailers to give consumers convenient options from a brand they know and trust.  With our Super Noodles Chicken Pot now the sixth biggest pot SKU in the category[3], it was a natural choice to add the flavour to our ‘BIG’ format, alongside our other best-selling pots.”

Batchelors Super Noodles Pots join the brand’s Pasta ‘n’ Sauce line-up in having a BIG format range, with the latter experiencing a successful launch last year, selling more than 140k units since its launch in October.

The new BIG Super Noodles Pots will be available across all channels with an MRSP of £1.39, first appearing in stores on 25th April. The range is in fully recyclable packaging and Within DOH salt guidelines

[1] IRI 52w/e 25/05/19

[2] IRI 52w/e 25/05/19

[3] IRI Grocery Outlets, 52 w/e 11th April 2020, unit sales

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