It is replacing the line with a range called Pot Noodle Mini Pot, which will target adults and be positioned as a smaller version of the standard Pot Noodle snack. The brand is already available in a bigger size.
A Unilever spokesman admitted the decision to replace the Fun Pot range, which has been on sale in major supermarkets since 1994, was part of a policy to market its products responsibly.
He said the edgy adult humour of Pot Noodle's advertising made it 'irresponsible' to continue selling a children's product under the brand name.
It is understood that internally it was felt that Fun Pot did not sit well with the rest of the Pot Noodle portfolio and was not benefiting from the brand's promotional activity.
Mini Pots will not receive specific marketing support. They will instead take advantage of the promotional activity for the larger variants.
Pot Noodle is currently positioned in its non-TV advertising as the 'slag of all snacks', but it has not been able to employ the strapline in its television ads since 2002, when it was banned from using the word 'slag' following more than 300 complaints to the Independent Television Commission.
In March Unilever introduced a Mexican faijita flavour, Seedy Sanchez, supported by a TV advertising campaign and extensive online activity.
Advertising for the brand is through HHCL/Red Cell.
This article was first published on Marketing