4 million pots sold forecast in 2022
With experimental home-chefs and personalisation at its core, a 100% Veggie HFSS compliant-range and category-leading recyclable packaging, British Brand Kabuto Noodles’ Rebrand is leaving nothing to ‘pot-luck’ in a drive to become the no.1 premium instant noodle experience
British Noodle brand Kabuto Noodles is rebranding its core range as it recognises that its customer is becoming more experimental and environmentally conscious than ever before.
The on-pack design will now feature luxury photographed* recipe suggestions for Kabuto customers wanting a premium restaurant-style ramen experience at home, at the office or on the go. In addition, a reformulation of the entire range to a 100% Vegetarian, HFSS-complaint ingredients list is aiming to recruit the more health-conscious customer to the instant noodle category.
The rebrand comes off the back of recent research that shows that 41% of regular instant noodle eaters are interested in more ideas for turning instant noodles into wholesome meals.**
The rebrand coincides with Kabuto’s efforts to improve its environmental credentials and a commitment to become B Corp certified by Summer 2022. The new packaging is 100% recyclable: the only pot in the category to be so, and uses less plastic than its predecessor pot.***
Crispin Busk, Founder of Kabuto says:
“Our focus for 2022 is on repositioning Kabuto to make it easier for consumers to ‘trade-up’ into a premium space in a category that has traditionally been perceived as unhealthy. All natural ingredients, no MSG, and a restaurant-style ramen experience will be easier to achieve with our quality pots and recipe ideas, brought straight to the consumer on packaging via striking visuals.
Over time, we plan to change perceptions of the instant noodle category and the first step is to show that our noodle pots can be personalised into something delicious, nutritious and exciting: everything we do is rooted in bringing a fresh taste to the table.
This isn’t a category that should be stagnant – it’s time to evolve and cater to the wants of an ever-increasing health-conscious, environmentally-conscious foodie customer. Switching to 100% Vegetarian recipes was part of this strategy.
We hope our plans for 2022 – coupled with our seriously great-tasting noodles – will bring new customers to the category, and invigorate and excite our existing fans.”
The rebrand will also apply to Kabuto’s sister brand Kusari, which launched in the US in 2019, where the instant noodle category is estimated to be worth $32.1billion by 2027****.
The new Kabuto pots will be rolled out from Mid-May. RRP £1.65
*new recipe imagery on-pack taken by David Lidbetter https://www.davidlidbetter.com
**Internal research of 250 Kabuto Customers, conducted 2021
***All pots manufactured in the UK