Unilever unveils new Korean-inspired noodle brand Namdong

The demand for Asian-inspired food and flavours in the mini meals category is seeing strong growth^[a]. Driving this growth, consumer insight shows that the popularity of Korean cuisine is on the rise in the UK^[b], with consumers choosing Korean food as the top world cuisine they want to try more of^[c]. With some consumers adjusting to bold and spicy flavours, there’s an opportunity for an instant noodle product that delivers on taste while suiting a variety of palates and spice level preferences.

Inspired by the popular Jjigae stew dishes from South Korea, Namdong is available across grocery retailers in three flavours: Beef Jjigae, Chicken Jjigae and a vegan variant, Kimchi Jjigae. Responding to the need for noodle lovers to fully personalise the spice level without sacrificing on flavour, the spice in Namdong products comes in a separate sachet from the main noodle base. This makes it ideal for shoppers who want to control the heat and add a kick to suit their taste preferences while still enjoying the complete flavour experience.

Each Namdong variant is the result of a collaboration between professional food technologists specialising in Korean cuisine and Unilever’s R&D experts. Namdong is available in two formats, pots and blocks, providing retailers with an opportunity to drive sales across multiple meal occasions and appeal to shoppers looking for an on-the-go lunch or an easy evening dinner dish.

Georgina Bradford, General Manager Foods UK & Ireland, Unilever, said: “Namdong offers a rich combination of Korean-inspired flavours and addresses a clear consumer demand for customisable spice levels on noodle dishes. 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.

“Backed by the expertise of Unilever’s leading food power brand credentials, we’re well placed to introduce this innovation to market. We’re confident Namdong is going to drive additional growth in the popular Asian category, bringing new consumers to the instant noodle shelves.”

Namdong offers consumers rich, complex flavours, with the recipes designed to provide a thicker, stew-like broth that delivers a deeper, more satisfying noodle experience.

• Beef Jjigae: Namdong Beef Jjigae combines flavours of slow-cooked beef, vegetables and spices. In addition, consumers will find roasted garlic notes complemented by a pleasant paprika profile in the background, providing natural sweetness and a smoky touch.
• Kimchi Jjigae: Thanks to its distinct kimchi notes, this vegan variant delivers a fresh aroma reminiscent of kimchi fermentation. When enjoyed with the chili sachet, the overall flavour is intensified, bringing its bold and vibrant taste to the forefront.
• Chicken Jjigae: This variant is exceptionally juicy, with intensely rich roasted chicken tones and complemented by a touch of seaweed.

The ‘Asian’ segment over indexes with younger demographics, including Gen-Z, Gen-Alpha, and Millennials without children, as well as young families^[d]. To tap into these demographics and to align with Unilever’s social-first marketing strategy, Namdong is launching with a priority focus on platforms such as TikTok, working with influencers to showcase the versatility of the product and its varying spice level options.

The social activity will also include appearances from Rami the tiger, the Namdong mascot who appears on the packaging. Rami embodies the flavourful essence of Namdong noodles with a cheeky, cool and expressive attitude.

Namdong pots and blocks are available at Morrison’s and will be rolling out nationwide from August.