Unilever relaunches Pot Rice range

By James Ridler contact

- Last updated on GMT

Unilever has relaunched Pot Rice, 15 years after it was last seen in UK stores
Unilever has relaunched Pot Rice, 15 years after it was last seen in UK stores

Related tags: Npd, Unilever, Product launches

Unilever’s noodle brand Pot Noodle has relaunched its Pot Rice range of instant rice snacks in response to “consumer demand”, supported by a £1m marketing campaign.

Hitting stores shelves for the first time in 15 years, the relaunched range included three flavour variants – Vegetable Curry, Chicken Teriyaki and Chicken Risotto.

The new flavours have been inspired by popular recipes from India, Japan and Italy and come in a pack based off the Pot Noodle brand. Unilever hoped it would make the products “instantly recognisable for shoppers”.

It follows the launch of Unilever’s Pot Pasta range last year, which were reported to have generated a 76% growth in category sales for the company.

‘Looking for variety’

Andre Burger, vice president for Foods at Unilever UK said: “Consumers are looking for variety, so we are bringing back the Pot Rice range with new and improved recipes to please our loyal fans who have taken to social media to campaign for its return, after a 15-year hiatus.

“We expect the launch will further enable retailers to capitalise on the fast-growing instant hot snack category.”

Pot Rice Vegetable Curry (87g), Chicken Teriyaki (81g) and Chicken Risotto (75g) have a recommended retail price of £1.39 each, with a suggested promotional price of £1.

In other new product development news, next month alternative dairy company Delamere Dairy aims to launch a new range of plant-based drinks​ for consumption in or out of home.

Meanwhile, last week, meal alternative brand Huel added a new berry variant to its line-up.

Related topics: NPD, Ambient foods

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