Amoy is entering the cooking sauce market for the first time, by launching three Asian recipes under its new Taste of Asia range.
The new range will feature Thai Green Curry, Malaysian Laksa and a Thai Massaman Curry (300g, rrp £1.49) all made in Thailand to ensure authenticity. The flavours have been carefully selected following consumer research on the most popular Asian meals people like to cook at home.
The new Taste of Asia range will be sold in a pouch format, which Amoy says will help to drive rejuvenation into the category whilst maintaining an authentic and fresh offering. With consumers becoming more adventurous with new dishes outside of home, the Taste of Asia range has been developed to make cooking these popular Asian dishes easier.
To support the launch, Amoy are building on its AMOYzing Meals in a Minute campaign, releasing a series of one minute recipe videos, on its dedicated YouTube channel. The videos aim to inspire consumers, and give them confidence to prepare Asian meals. The recipe videos have been created in partnership with international TV Chef Ching He Huang.
The launch will also be backed with in-store promotions and outdoor boards.
Joel Hughes, Brand Manager for Amoy, said: “We are really excited for the launch of our New Taste of Asia range. The flavours represent popular meal choices in the UK and offer consumers the opportunity to recreate their favourite Asian dishes easily and quickly in their own homes. The Cooking Sauces market has seen a -9.4% value decline year on year and we hope this new range will drive consumers back into the market.”