Unilever is expanding its presence in the instant noodles segment with the launch of Namdong, a new brand of Korean-inspired noodles that lets consumers customise the level of spice.
The company noted that demand for Asian-inspired food and flavours in the mini meals category is seeing strong growth, with Korean cuisine in particular on the rise in the UK.
Inspired by the popular Jjigae stew dishes from South Korea, Namdong will be available in grocery retailers in three flavours: Beef Jjigae, Chicken Jjigae and a vegan variant, Kimchi Jjigae. The spice in Namdong products comes in a separate sachet from the main noodle base, so the consumer can personalise the spice level.
Namdong is available in two formats, pots and blocks, providing retailers with an opportunity to drive sales across multiple meal occasions and appeal to shoppers looking for an on-the-go lunch or an easy evening dinner dish.
Georgina Bradford, General Manager Foods UK & Ireland, Unilever, said: “Namdong offers a rich combination of Korean-inspired flavours and addresses a clear consumer demand for customisable spice levels on noodle dishes. Consumer reaction from taste tests has been phenomenal, and we’re proud that Namdong has been created to appeal to everyone, from those who enjoy an intense spicy kick, to those who prefer a more balanced and mild flavour profile – and for all those Korean food lovers in between.
“Backed by the expertise of Unilever’s leading food power brand credentials, we’re well placed to introduce this innovation to market. We’re confident Namdong is going to drive additional growth in the popular Asian category, bringing new consumers to the instant noodle shelves.”
Unilever noted that the ‘Asian’ segment overindexes with younger demographics, including Gen-Z, Gen-Alpha, and Millennials without children, as well as young families. To tap into these demographics and to align with Unilever’s social-first marketing strategy, Namdong is launching with a focus on platforms such as TikTok, working with influencers to showcase the versatility of the product and its varying spice level options. The social activity will also include appearances from Rami the tiger, the Namdong mascot who appears on the packaging.
Namdong pots and blocks are launching in Morrisons with a wider roll-out from August.
