11 Jul 2025 UK: Unilever leverages Asian food love affair

It’s always interesting to see innovation by Big Food – here’s something new from Unilever in the UK…

Unilever is stirring up the instant noodle market in the UK with the launch of Namdong, a bold new brand inspired by the rich, spicy flavours of Korean cuisine.

Driven by a surge in consumer interest in Asian foods — particularly Korean dishes — Unilever’s latest move aims to capture the taste buds of adventurous eaters looking for something different.

According to a recent survey by meal-kit provider HelloFresh, Korean food tops the list of world cuisines UK consumers are most eager to explore.

Namdong has made its debut on shelves at Morrisons, with a nationwide rollout set for next month. The range features three punchy flavours: Beef Jjigae, Chicken Jjigae, and a vegan Kimchi Jjigae option, offering something for meat lovers and plant-based fans alike.

The noodles are available in two formats: convenient pots with a recommended retail price of £1.60, and block packs at £1.30 — allowing retailers to appeal to both on-the-go snackers and home cooks. Each pack includes a separate spice sachet, giving consumers the power to dial the heat up or down to suit their personal preference.

With Namdong, Unilever — also the owner of Pot Noodle — is betting big on the continued rise of global flavour trends and the UK’s hunger for bold, modern convenience foods.g a separate sachet that come with the noodles.

Source: Unilever