Pot Noodle has added a Tomatoey Mozzarella variant to its Pot Pasta range, as part of a £2m marketing investment.
The launch is supported by a media campaign that will reach 88% of its target audience through 75 million social media impressions including a bespoke Snapchat lens, 40 million out-of-home views, proximity mobile alerts around target stores, and the brand’s largest-ever sampling campaign.
Monique Rossi, Marketing Manager for Foods at brand owner Unilever, said: “Currently Snacking is one of the fastest growing categories, so what a fantastic opportunity to launch a delicious new taste of Italy to expand the already multimillion pound Pot Pasta range.
“Delighting consumers with more alternative options from a trusted brand and delivering growth for the category through trade up, Pot Pasta will continue to be a fundamental part of our mix.”
Tomatoey Mozzarella joins existing variants Beefy Bolognese, Cheesy Broccoli and Creamy Carbonara in the Pot Pasta range, which has an RSP of £1.39.
