With five Asian holidays up for grabs, 200 tech-based prizes (including Go Pros, noise cancelling headphones and Escape Packs), and £30 lastminute.com voucher codes on every pack, the promotion is set to drive sales by appealing directly to the core audience looking to ‘Escape the Ordinary’.

The initiative is supported with shopper marketing, social media and PR activity.

Mike Benton, head of snacking product business unit at Symington’s, comments: “The Naked brand continues to go from strength to strength and the on-pack promotion will help drive excitement with our core consumer base and appeal to new shoppers gravitating toward more adventurous flavour profiles.

“Not only are there highly motivating prizes on offer, our partnership with lastminute.com will ensure that every pack will provide added value to the shopper. We’ll also be capitalising on lastminute.com’s massive web presence and social media following to ensure maximum brand awareness.”

Now worth in excess of £15 million, the Naked portfolio includes instant noodle and rice pots, soup sachets and pouches, as well as noodle-based ramen soups. In 2018, the Naked brand grew by over 30% to command a 43% market share of the authentic pots category, making it the brand leader.

The ‘Escape the Ordinary’ on-pack promotion is the first of a number of marketing campaigns and NPD drives planned for the Naked brand this year.