The Food & Drink Innovation Network

December 21st, 2010

One year on from launch, ‘Golden Wonder: The Nation’s Noodle’ has achieved sales growth whilst at the same time unveiling a number of new product development to drive the range further forward.

When the seven new taste pots hit the market last year (four noodle variants and three pasta options) they did so as part of a plan to achieve a 10% share of the instant hot snacks category, and become a £15 million brand, within three years.

One year on, and following the addition of ‘The Nation’s New Noodle on the Block’ range in November 2009, the brand is claims to be on track to meet those initial targets set down.

Golden Wonder is now worth £7.1 million and has a market share of 6.5%.

A suitable time to take stock, reflect on past successes and look ahead to the future, Symington’s is using the first birthday for the brand to announce a number of product developments.

In August this year five ‘Normous’ pots launched nationwide. Like the other products in the range they contain no artificial colours or flavours and are marketed as a more substantial full meal option.

The five launch flavours for the ‘Nation’s Normous Noodles’ are:

• Chicken & Mushroom
• Beef & tomato
• Chip Shop Curry
• Sweet & Sour
• New ‘Inferno Chilli’

In addition, the standard sized pots and original Nation’s Noodle and Pasta ranges will be getting a makeover in time for the new year.

While consumer feedback has shown that the Spicy Tomato and Spaghetti Bolognese Pasta variants were widely liked by the 18 – 30 year old male target audience, they are generally more comfortable with Noodle-based products.

Thus the two SKUs will be replaced by two new noodle offerings, Chow Mein and Chilli, which are both flavours that have been regularly requested by loyal brand fans.

Furthermore, a number of the existing pots are hoping to benefit from recipe optimisation to create even ‘fuller flavours’ – including The Nation’s Pasta Macaroni Cheese variant and the Nation’s Noodle Chip Shop Curry and Sweet & Sour pots.

Rounding up developments, the brand is confident it will benefit from a new social media focused website that has recently gone live.

With a design centred around a typical student apartment block, the site features a number of tools that hope to resonate with the target audience that spend a considerable amount of time online and on social networking sites.

The ‘You’ve been Noodled’ game, a Facebook connect based application which users can connect to via their Facebook profiles, access friends pictures and then customise them with noodle hair and beards, hopes to prove popular.

Commenting on the changes and brand sales figures, Symington’s Marketing Controller David Cherrie said:

“We’ve had a terrific year. Entering a category that has been dominated so much, and for so long, by a single brand was always going to be challenge but we’re where we want to be.

“Naturally though, we’re not resting on our laurels and the range re-vamp and introduction of the Nation’s Normous Noodle range is testament to that.

“The new website is indicative of the on-going investment we will continue to put behind the brand which means Golden Wonder: The Nation’s will stay front of mind for consumers”.

Golden Wonder launched the first ever Pot Noodle product in 1977.

Visit the Golden Wonder: The Nation’s brand new website by clicking here.