The UK food unit of Anglo-Dutch consumer good giant Unilever is reportedly planning to invest over £10m (US$17.8m) in the re-launch of its Pot Noodle snack line in order to boost sales and win new customers.


The company, which has previously aimed the product at 18- to 24-year-old males and students, hopes the new look of the brand will appeal to a wider variety of consumers, reported Marketing Week.


The revamp will include new packaging and better-quality ingredients including noodles, and fewer artificial flavours, colours and preservatives. Unilever hopes to implement the changes by May 2006.


According to Marketing Week, the brand was hit by the Sudan 1 food dye scare earlier this year; in the year to 22 May 2005, sales fell 13%.