If you want to load the records even with the noupdate flag, you can run the Odoo server with the --init=your_addon or -i your_addon parameter. This will force Odoo to reload your records. This will also cause deleted records to be recreated. Note that this can cause double records and related installation errors if a module circumvents the XML ID mechanism, for example, by creating records in Python code called by the <function> tag.

With this code, you can circumvent any noupdate flag, but first make sure that this is really what you want. Another option for solving the scenario presented here is to write a migration script, as outlined in the Add-on updates and data migration recipe.