Premier Foods is expanding its Batchelors range with new ‘Cook With Noodles’ in Chicken and Beef flavours.
With 194 million instant noodle occasions cooked in the past year (+2.6% vs. a year ago), the company stated that its instant noodle launch will drive category growth and promote noodles as the foundation of a main meal.
Batchelors Cook With Noodles aim to help consumers create quick and easy meals. Cooking time for traditional noodle dishes can take up to 30 minutes on average, whereas instant noodles can take between 6-10 minutes.
Basak Melik, brand director for quick meals, soups and snacks at Premier Foods, said: “Noodles are often cooked with other ingredients such as protein and vegetables, and we wanted to provide a product designed precisely for this purpose, with flavours that can be adapted to suit a range of different dishes.
“By adding Cook With Noodles to our portfolio, we are making Batchelors a destination for main meals, alongside snacking, helping to unlock new shoppers and mealtime opportunities. Batchelors has been helping families with quick and easy meals for many years, and we are always looking for ways to support our customers further, as well as expand opportunities within the QMS category.”
In addition to its new Cook With Noodles, Batchelors is also expanding its Super Noodles range, with a new American Buffalo sauce flavour. With flavours an important reason for buying instant noodles, the brand stated that it was looking to offer consumers a unique new flavour option.
Batchelors Cook With Noodles are currently rolling out across the grocery channel (4 x 60g – £2.25), with Super Noodles in American Buffalo sauce flavour initially available in Sainsbury’s (90g – £1.45)
