Heinz has unveiled its new-look Amoy range in time to celebrate the Chinese New Year and in an attempt to encourage shoppers to get creative with oriental flavours.
The “major redesign” will support the idea of Amoy’s “authentic oriental credentials” by using the distinctive red and yellow colours of China.
The products with the new-look packaging, which will include pictures of the food, will be available in stores to welcome in the year of the Ox starting on January 26.
The launch will be backed by in-store activities and Amoy adverts will appear on UKTV throughout the weekend of Chinese New Year.
Caroline Grimshaw, Amoy brand manager, said: “The Amoy brand can trace its roots back to the Chinese city of Amoy over 100 years ago and the new packaging really brings this heritage to life.
“This new packaging will appeal to consumers looking to recreate an authentic oriental taste in their kitchen and clearly communicates our expert credentials on pack.”
She added that despite the daunting idea of creating authentic oriental dishes, Amoy makes it a priority to make oriental food as attainable as possible for all consumers.
The company added that Amoy is the fastest growing brand in the oriental category which is currently worth £172 million and is in growth at seven per cent.