Unilever has launched Namdong, a Korean-inspired, instant-noodle brand in the UK, pointing to demand for Asian-inspired food and flavours.
Citing research from meal-kit firm HelloFresh, Unilever said Korean food is the “top world cuisine [UK consumers] want to try more of”.
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The Namdong noodles are on shelves at Morrisons stores and will be rolling out nationwide next month, Pot Noodle owner Unilever said.
Unilever is selling the noodles in two formats, pots with an RRP of £1.60 ($2.17) and blocks at an RRP of £1.30, which “provides retailers with an opportunity to drive sales across multiple meal occasions”.
They come in three flavours: Beef Jjigae, Chicken Jjigae and a vegan variant, Kimchi Jjigae.
Consumers can decide how spicy the noodles are by using a separate sachet that come with the noodles.
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By GlobalDataGeorgina Bradford, general manager of foods for Unilever in the UK and Ireland, said: “Namdong offers a rich combination of Korean-inspired flavours and addresses a clear consumer demand for customisable spice levels on noodle dishes.”
Unilever said the Asian cuisine segment “over indexes” with younger demographics, including Gen Z, Gen-Alpha, as well as young families. The company’s marketing push for Namdong is focusing on platforms including TikTok.
Bradford added: “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.”
