Hob at heart of NPD


On-the-hob noodles have been flying under coronavirus lockdown conditions, according to Symington’s – the firm behind noodle brand Naked.

To meet that demand, Symington’s has unveiled a new on-the-hob range – Naked Five-Minute Noodles.

The new range comprises four flavours, Chicken Yakishoba, Singapore Curry, Korean BBQ and Sweet Chilli.

All four flavours are priced at £1 RRP and contain less than 2g fat per pack.

Kevin Butterworth, marketing director at Symington’s said the low fat content is a “real point of difference” for the brand.

“Some competitor brands’ fat and saturated fat figures are as much as 750% and 250% higher respectively,” he said.

Butterworth added that on-the-hob noodle packs have seen “huge growth” in the last twelve weeks, up £12.5m, and he reckons Naked Five-Minute Noodles is well placed to take advantage of this increased demand.

“We are excited to deliver our authentic flavours to this new evening meal occasion, and provide consumers with an incredible easy way to make a delicious stir fry.”