The MD: don't let potted noodles stagnate

Grocer,  August 23, 2008  by Alasdair Beaton

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The potted noodle market is stagnant at the moment and it could be doing better: it needs more innovation. Own-label flavours are pretty much all copying each other--it's all chicken mushroom or spicy curry or beef & tomato. You will find the same flavours in any of the multiples.

Chicken with anything will always be the biggest seller but what may be holding innovation back is space on the shelf. Brands get disproportionate space and the multiples need to get behind their own-label products. If they gave the category more space, it would have more opportunity to grow.

The multiples have put a lot of energy into technology, reducing salt, lowering fat and changing recipes rather than undertaking new product development, and that tends to hold back innovation. What NPD there is tends to be targeted at premium ranges and there could be more at the lower end. There is a distinct shift towards consumers buying more economy brands. People don't feel they have as much money as they did and NPD should be appropriate.

Alasdair Beaton

managing director

ScoFro Grocery

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