Colman’s, the Unilever-owned recipe mix brand, is growing its Big Night In range with a new ‘fakeaway’ flavour, Singapore Noodles.
With Chinese being the third most searched cuisine in the UK, and Singapore Noodles ranking as a top dish within this bracket, Colman’s is aiming to help retailers tap into consumer demand for world flavours. Singapore Noodles joins the brand’s existing Big Night In range which has grown by 210% since launch.
The brand stated that the NPD would be particularly appealing to younger shoppers who are seeking ways to create their takeaway favourites at home at less cost.
As well as the new flavour, Unilever is adding accessible QR code technology to the packaging, in collaboration with RNIB (Royal National Institute of Blind People) and Zappar. This is the first product within Unilever’s nutrition business group to feature it and follows Persil’s footsteps which launched it in March this year. The enhanced ‘Accessible QR’ code can be detected by Microsoft SeeingAI app, supporting more inclusive packaging by making access to information on products available to everyone, whatever their visual acuity.
The newly introduced packaging technology offers more than just in-store accessibility. It includes a brand-new journey for visually impaired shoppers when the QR code is scanned – including key nutritional, recipe and cooking guidance information. Colman’s sees this as the first stage of making their packs accessible to all, and in a second stage later this year, the brand is planning to innovate further to enhance the accessibility of the cooking experience on pack.
In 2024, the QR code technology will also start to roll out across the wider nutrition portfolio as Unilever continues to address the accessibility of its products for shoppers.
Furthermore, Colman’s is continuing to support shoppers during the cost-of-living crisis with more bursts of activity for its Tasty Nosh For Less Dosh’ campaign. Following on from wave two back in March this year, wave three of the campaign in September will continue to inspire consumers to make their favourite meals more affordable through investment across radio, sampling, influencer activity and shopper marketing.
The new Singapore Noodles sachet is made with recyclable paper packaging and is rolling out in supermarkets this summer (RRP: £1.25).
NAM Implications:
- Meeting consumer needs on several levels…
- (with QR code access to as much product data as is required)
- A pointer for all if this is seen to result in significant sales …
