The flavour will be backed by a £1m campaign which will see Pot Noodle tie up with MTV, the forthcoming Dukes Of Hazzard film and undertake a sampling drive.
According to food industry sources, sales of the noodle snack have failed to return to pre-Sudan 1 levels, although it remains the market leader.
A spokesman for the Unilever Bestfoods-owned brand admitted that it was still feeling the effects of the crisis. Thousands of food products were taken off shelves in February over concerns that the Sudan 1 red dye used in food flavourings had the potential to cause cancer.
'The high profile of the Pot Noodle brand attracted a disproportionate amount of media attention for what was a national disaster, and to some extent we are still paying the price for it,' said the Pot Noodle spokesman.
Sudan 1 was contained in the sauce sachets of Pot Noodle's Beef & Tomato and Sizzler variants. The products were withdrawn and reformulated versions were on-shelf within a week.
Unilever says the scare did not affect its marketing strategy and it added its 'Have you got the Pot Noodle Horn?' ad shortly afterwards.
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