Food: It's Not For Girls

Pot Noodle joined the list of brands which seem determined to drive away women. They should realise that ironic hipster sexism is still sexism.

Yesterday, the beautiful city of Newcastle – hometown of one half of the Vagenda, both halves of Ant and Dec, and the endless source of entertainment that was Byker Grove – was marred by the appearance of a terrible visitor: the Piri-Piri Chicken Van.

What is the Piri-Piri Chicken Van, we hear you cry. Well, it basically does what it says on the flimsy foil lid, being as it is a van launching a new flavour of Pot Noodle here in the lucky, lucky UK. Pot Noodle and its compatriots haven’t exactly been known for their sensitivity in the past when it comes to gender issues (it is, after all, the "slag of all snacks"), but this latest incarnation of their marketing strategy really does take the preservative-laden biscuit. "Peel the top off a hottie!" is the slogan, plastered alongside two closely aligned Pot Noodle lids that are deliberately juxtaposed to simulate breasts. And if that reference was too subtle for you, there’s a half-naked girl on the photo beside it, just waiting to have her top peeled off by the slathering consumer who’s in the mood for a walk down – in their words – "Easy Street". It's enough to make you crawl back to the Iceland store, apologising for any offence you saw in "Because mums are heroes" and begging them to employ you permanently in their managerial scheme.

Of course, we’re not the first ones to raise objections to this questionable campaign. One unfortunate young lady known only as Emma dared to stick her head above the parapet on the Piri-Piri Chicken Van’s Facebook page – prompting a response from official Pot Noodle social media that she didn’t understand "tongue-in-cheek fun for all" but "sorry you feel that way". Our own attempts to contact Pot Noodle PR resulted in an email that similarly told us they were "sorry if they had caused offence", which, as anyone who has been forced to apologise against their will for a misdemeanor which they still view as entirely justified knows, is the biggest cop-out apology known to humanity.

Now, we all know that "hipster sexism" has been all the rage ever since American Apparel first launched their "now open" campaign, and it has been operating alongside the recent "new wave of feminism" as ostensible proof that we’re really not needed. We’re past all that now, you see. All this sexism stuff in the media might well be exactly the same as it was 50 years ago, but this time around it’s ironic. So can you leave us to stare at some tits in peace? You’re making too much noise at the back.

Except, of course, there's nothing all that hip about Pot Noodle. Pot Noodle is Lad Culture in snack form, an edible Page Three; drooling, retrograde sexism, and any PR exec who tries to tell us otherwise (Hi, Alex!) can jog on. Pot noodle aren't cleverly challenging sexist stereotypes by mocking them – they're perpetuating those stereotypes, one "hot bird" at a time.

Such a lack of imagination in advertising is enough to make anyone as bored and jaded as a steaming hot model hired to "sex up" a pot of instant noodles. Is this really all that the collective human imagination can give? In a month where Cambridge University students have been celebrating the end of the long long-held tradition of bikini-clad women jelly-wrestling in a paddling pool to (mostly male) spectators to signal the end of their annual exams (yes, really), did nobody over at Pot Noodle raise a tentative hand when "Peel the top off a hottie" came to the drawing board? Or are they all actually, seriously a bunch of back-slapping misogynists who were raised in a vacuum and presumably laughed raucously at one customer’s response to brave old Emma on Facebook – "Feminist, get back in the kitchen and make me a Pot Noodle"? If so, then maybe they could use that line for their next product launch.

The failure of executives from the macho world of advertising to gauge the public mood is nothing new (just look at what happened to Femfresh last year), but surely it's high time that they start listening. From Pot Noodle's campaign, you'd think that no one with a vagina had ever ingested one, when in fact Holly once felt so strongly about her right to consume one that, after being shouted at during her snack break, she quit her job over it. Is she to be condemned to the fluorescent umaminess of supernoodles? It looks like it.

And thus, Pot Noodles have been added to the list of foods that women the country over are seemingly not permitted to consume. A list which includes McCoys (Man Crisps), Yorkie Bars (Not for girls), Irn Bru (weird preoccupation with mum's boobs), Burger King (blowjob imagery) Weetabix (girls can't be superheroes) and, thanks to the date-rapey tendencies of their advertising, microwaveable burger manufacturers Rustlers.

Are these companies, along with Gwyneth Paltrow, part of some kind of global conspiracy to keep the female sex hungry? Because, from where we're standing, the only food we're allowed to eat is a green smoothie and a fucking insubstantial Cadbury's Crispello.

It's all very well blaming magazines for our current food neurosis with their championing of emaciated bodies and their diet tips, but food manufacturers are some of the worst culprits for gendered advertising. It's about time someone brought them up to date. The worst thing about the Pot Noodle campaign is its predatory sense of entitlement, as though 'peeling the top off a hottie' is as simple a transaction as picking a snack pot off the shelf. According to Alex from Pot Noodle, this is "not intended to demean women in any way". "As a brand targeting a male, youth audience, we do push the boundaries", he emailed from the 1970s.

The solution, of course, to this kind of thing is a easy one: don't let anyone who eats Pot Noodle take your top off, ever. A philosophy that we're sure many of you lived by anyway. As you were.

Part of Pot Noodle's Facebook ad campaign. Photograph: Pot Noodle/Facebook

Rhiannon Lucy Cosslett and Holly Baxter are co-founders and editors of online magazine, The Vagenda.

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This is no time for a coup against a successful Labour leader

Don't blame Jeremy Corbyn for the Labour Party's crisis.

"The people who are sovereign in our party are the members," said John McDonnell this morning. As the coup against Jeremy Corbyn gains pace, the Shadow Chancellor has been talking a lot of sense. "It is time for people to come together to work in the interest of the country," he told Peston on Sunday, while emphasising that people will quickly lose trust in politics altogether if this internal squabbling continues. 

The Tory party is in complete disarray. Just days ago, the first Tory leader in 23 years to win a majority for his party was forced to resign from Government after just over a year in charge. We have some form of caretaker Government. Those who led the Brexit campaign now have no idea what to do. 

It is disappointing that a handful of Labour parliamentarians have decided to join in with the disintegration of British politics.

The Labour Party had the opportunity to keep its head while all about it lost theirs. It could have positioned itself as a credible alternative to a broken Government and a Tory party in chaos. Instead we have been left with a pathetic attempt to overturn the democratic will of the membership. 

But this has been coming for some time. In my opinion it has very little to do with the ramifications of the referendum result. Jeremy Corbyn was asked to do two things throughout the campaign: first, get Labour voters to side with Remain, and second, get young people to do the same.

Nearly seven in ten Labour supporters backed Remain. Young voters supported Remain by a 4:1 margin. This is about much more than an allegedly half-hearted referendum performance.

The Parliamentary Labour Party has failed to come to terms with Jeremy Corbyn’s emphatic victory. In September of last year he was elected with 59.5 per cent of the vote, some 170,000 ahead of his closest rival. It is a fact worth repeating. If another Labour leadership election were to be called I would expect Jeremy Corbyn to win by a similar margin.

In the recent local elections Jeremy managed to increase Labour’s share of the national vote on the 2015 general election. They said he would lose every by-election. He has won them emphatically. Time and time again Jeremy has exceeded expectation while also having to deal with an embittered wing within his own party.

This is no time for a leadership coup. I am dumbfounded by the attempt to remove Jeremy. The only thing that will come out of this attempted coup is another leadership election that Jeremy will win. Those opposed to him will then find themselves back at square one. Such moves only hurt Labour’s electoral chances. Labour could be offering an ambitious plan to the country concerning our current relationship with Europe, if opponents of Jeremy Corbyn hadn't decided to drop a nuke on the party.

This is a crisis Jeremy should take no responsibility for. The "bitterites" will try and they will fail. Corbyn may face a crisis of confidence. But it's the handful of rebel Labour MPs that have forced the party into a crisis of existence.

Liam Young is a commentator for the IndependentNew Statesman, Mirror and others.