Leeds-based meal and snack product manufacturer Symington’s is making major in-roads into the US with listings for a further six products from its noodle range set to launch in Walmart stores this month. The company estimates sales to Walmart are on track to deliver $17.5m RSV over the next two years.
Symington’s initially struck a deal last year with the world’s biggest retailer to list five Naked Noodle products in over 3,000 stores. The company stated that sales of the five products alone means that Naked is on track to be a top five brand within Walmart’s dry soup category by the end of October.
On the back of this initial success, a further 13 listings were achieved in February across both Symington’s Naked and Twistd ranges, in over 2,000 Walmart stores. These included four Naked Rice products, five Twistd couscous variants and four Twistd rice products.
This month’s latest listings include Naked Ramen Soups and Naked Big Eat Noodle pots.
David Cox, Chief Executive Officer of Symington’s said: “Getting a foothold into the US market is notoriously difficult for British food manufacturers, especially one of our size. It has been a huge achievement for the business and testament to the fantastic branding and quality of both Naked and Twistd.
“The Walmart tie-up is part of our ambitious international plan over the next three years and our strategic approach to take back control, concentrate on our own brands and exit from licensed manufacturing agreements. We are having a number of joint discussions on future product innovation so hopefully the listings are just the beginning of an ongoing strategic relationship.”
