Unilever has joined the competitive instant noodle segment with the launch of Namdong, a new brand delivering Korean-style noodle meals aimed at meeting increased consumer demand for spice and flavor. The launch follows increasing popularity for authentic Asian food in the UK, especially Korean food, which has gained popularity with consumers.
The Namdong range includes three individual flavours – Beef Jjigae, Chicken Jjigae, and a plant-based one, Kimchi Jjigae – each taking inspiration from classic Korean stew meals.
Interestingly, the product lets people tailor the spice levels, with heat delivered in a detachable sachet. The move is meant to respond to the different palates of noodle lovers, from those looking for maximal heat to others who want milder flavours.
The increased popularity of Asian-inspired food in the mini meal category is part of a wider consumer movement, with studies showing that Korean food is becoming more popular among UK eaters. With consumers being more adventurous when it comes to consuming food, the potential for products that provide genuine flavour without compromise to suit individual tastes has grown.
As per Coherent Market Insights, the instant noodles industry will progress with a huge CAGR of 2025-2032. Market size will grow at a fast pace during the forecast period. Market size is influenced by the increasing urbanization and lifestyle shift of individuals.
Unilever's UK & Ireland foods general manager, Georgina Bradford, highlighted Namdong's strategy as being in tune with prevailing market requirements. She said: "Namdong provides a robust blend of Korean-inspired tastes and responds to a clear consumer want for adjustable spice levels on noodle meals". It is especially popular among younger consumers, such as Gen-Z and Millennials, who are powering the rise in the Asian food category.
The creation of Namdong involved teamwork between food technologists from Unilever and Korean cuisine experts to ensure that the product is as authentic as it is widely appealing. Two forms – pots and blocks – of noodles are available to enable retailers to respond to various meal occasions, be it a speedy lunch or a ready meal for dinner.
The Namdong flavors are created to give the consumer a warm, stew-like soup that heightens the culinary experience. The Beef Jjigae flavor, for instance, mixes slow-cooked beef with roasted garlic and paprika, while the Kimchi Jjigae presents a lively scent with strong, fermented undertones.
Namdong can now be found in Morrisons, with wholesale rollout to continue across the UK from August. The pricing policy places the products where they can compete, with pots at around £1.60 and blocks at £1.30, although final prices will be up to individual retailers to decide.
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Unilever