Unilever reviews Pot Noodle as its bids for female favour

Unilever is reviewing its £5 million Pot Noodle account, held for the past 12 years by HHCL United, as part of a plan to reinvent the fast-food brand.

The food giant has approached a number of roster and non-roster agencies with a view to producing a shortlist of three, which will include the incumbent.

The move comes as Unilever attempts to make the brand attractive to new consumers, particularly women. Changes will include improved ingredients, the removal of additives and new packaging.

Unilever ditched the "slag of all snacks" strategy last year in favour of the "have you got the Pot Noodle horn?" campaign.

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