4 Where do you think Pot Noodle should go from here? What kind of marketing objectives should it be aiming to achieve over the next few years? Have you ever been overcome with the urge for something

‘quick and thrashy’? If so you may have fallen victim to the ‘Slag of all Snacks’ campaign run for Unilever’s instant hot snack brand Pot Noodle.

With that headline, Pot Noodle has come of age.

Launched in 1979, Pot Noodle is now the 23rd biggest brand in the UK. Sales have grown from £70m to

£120m in just seven years. The basic appeal behind the growth in demand for instant noodles stems from the trend towards snacking rather than traditional meal eating, with consumers seeking quick and easy gratification.

Another helpful trend has been the desire for more variety and ethnic cuisine. It has been argued that the UK has the most developed snacking culture in Europe, accounting for a staggering 75 per cent of instant noodle sales (Benkouider, 2003).