Pot Noodle: Lost the pot

Pot Noodle, an instant noodle brand, convinced consumers in the UK to give its new block noodles (instant noodles in a block rather than a pot) another go, having alienated them with its initial launch.

Campaign Summary

In 2021, the first attempt to launch block noodles (instant noodles in a block, not a pot) was a failure for one simple reason. The product tasted rubbish.   

The brand had alienated Pot Noodle fans who'd given them a shot, wasted sampling budgets and promo on driving trial. 

One year and some NPD later, they had a delicious product – with a tiny communications budget to make it a success. And we had to appeal to the exact same people we'd alienated 6 months previously.   

Flavourology™: Pot Noodle's genius business strategy of adding flavour to food.  Our...

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