Premier Foods plc has announced its debut in the light meals category with a "premium take on the pot snack" under its Sharwood's brand.
Sharwood's Noodle Bowl contains noodles and a wet stir-in sauce. They will be available in four flavours; Chow Mein, Sweet Chilli, Sweet & Sour and Singapore Curry.
Yilmaz Erceyes, category director for cooking sauces at Premier, said: "The launch of Sharwood’s Noodle Bowls meets the needs of those with busy lifestyles needing a convenient lunchtime solution that delivers great flavour. This new and exciting format will catapult the brand into the light meals category and will allow shoppers to enjoy the great quality of Sharwood’s sauce and egg noodles they know and love on the go."
Citing Kantar Worldpanel data for the 52 weeks to 1 February, Premier said pot snacks sales – excluding dry soups – were up of 4.6% and accounted for 44% of sales of light meals in the UK.
The product is free from MSG, artificial colours and flavours. It has an RRP of GBP1.69 (US$1.48).
In recent days, smoothie maker Innocent Drinks has confirmed plans to axe its own noodle pots. The drinks group, controlled by Coca-Cola Co., has decided to remove the pots – and its vegetable pots – from the market to focus on its drinks range.