Pot Noodle fans are questioning whether the firm behind the iconic snack has lost it - quite literally in this case as the company has just released a new range without pots.
Costing just 50p initially, it's certainly cheaper than the standard variety - but rather conspicuously lacks the "Pot" part of its name for the first time in 40 years.
The firm isn't hiding this, with the new range called "Lost the Pot Noodle", and it thinks it could be on to a winner.
The idea is that, freed from its pot, you can use the noodles as part of a bigger meal, add to them more easily or cook them in greater quantities.
Pot Noodle marketing manager Lena Portchmouth said: “You may think we have lost the plot with the launch of our latest pot-less format, but whether you’re needing to fill hungry tummies, or are a student looking to save time and money, Lost The Pot Noodle is the perfect solution for those after a speedy and filling fix, so you can noodle in no time.
“Rest assured, our newest creations are just as flavoursome as our trusty pots, but we’ve just made it a little easier to create a delicious, low in saturated fat meal that is ideal for dinnertime when something truly satisfying is needed on the table.”
And while it lacks a pot - so will mean more washing up - the noodles themselves cook just as fast, being ready in five minutes.
The new product is available now at Asda stores for £0.50 on promotion - although it normally retails at 80p.
There are three flavours to choose from: Curry, Sweet Chilli and Roast Chicken.
