Unilever has introduced Namdong, a new instant noodle brand inspired by Korean cuisine, to the UK market, responding to the growing interest in Asian flavors among consumers in the food and beverage industry.
According to research from meal-kit company HelloFresh, Korean cuisine ranks as the “top world cuisine [UK consumers] want to try more of.” This insight highlights the potential for growth in the food and drink business, particularly for products that cater to evolving consumer preferences.
Namdong noodles are currently available at Morrisons stores and are set to be distributed nationwide next month. Unilever, known for its ownership of Pot Noodle, offers these noodles in two formats: pots priced at £1.60 ($2.17) and blocks at £1.30. This variety allows retailers to optimize sales across various meal occasions.
The product lineup includes three distinct flavors: Beef Jjigae, Chicken Jjigae, and a vegan option, Kimchi Jjigae. Additionally, consumers can personalize their experience by adjusting the spice level with a sachet included with each package.
Georgina Bradford, General Manager of Foods for Unilever in the UK and Ireland, stated: “Namdong offers a rich combination of Korean-inspired flavours and addresses a clear consumer demand for customisable spice levels on noodle dishes.”
Unilever positions the Asian cuisine category as particularly appealing to younger demographics, including Gen Z and Gen Alpha, as well as young families. The marketing strategy for Namdong focuses heavily on platforms such as TikTok to engage these audiences effectively.
Bradford adds, “Consumer reaction from taste tests has been phenomenal and we’re proud that Namdong has been created to appeal to everyone, from those who enjoy an intense spicy kick, to those who prefer a more balanced and mild flavour profile – and for all those Korean food lovers in between.”