Kabuto instant noodle brand has released a new range of noodle pots specifically for kids, with design by branding agency B&B studio. The new design shows shorter noodles delivered in brightly colored, smaller-scale pots with milder flavors, building on the brand identity for Kabuto. The pots also include games and riddles and other fun interactive play on the back and inside of the label.

After receiving feedback from consumers that many parents were giving the noodle pots to their children as an after-school snack, the brand asked B&B to craft a new kid-friendly range extension that celebrated the brand’s authentic Asian-inspired flavors with a British twist and retained the impact of the original identity.

The result is a witty and colorful ‘Kabuto Kids’ range that draws on the strength of the core brand equities – such as the logo and typography – but with an added playfulness, seen in characterful Samurai faces within the logo on centre-pack and interactive games on the back.

“Following the longstanding success of our core range, the launch of ‘Kabuto Kids’ is a direct response to consumer demand. We listened to our consumers and, on understanding that the core Kabuto range was already being used as a practical option for kids’ dinners or an after-school snack, we saw an opportunity to refine our existing offer and better meet our audience’s needs," says Crispin Busk, founder of Kabuto Noodles.