AMOY LAUNCHES NEW STIR FRY SAUCES
Amoy, the Chinese food and ingredients producer established 100 years ago, is re-launching its Stir Fry Sauces range with the introduction of two new flavours, Thai Sweet & Sour and Pad Thai.
The new varieties and re-packaged range will be available from mid – October at a MRSP of £0.95.
Thai Sweet & Sour and Pad Thai Stir Fry Sauces have been introduced to support the growing consumer interest in Thai cuisine and to enhance Amoy’s current offering by giving shoppers a wider selection of products to try. Amoy has also renamed its popular Sweet Soy and Spring Onion stir fry sauce to Chow Mein, the nation’s most popular Chinese dish.
The serving size of the range has been reduced from 150g to 120g; serving two portions resulting in less waste for consumers. The reduced MRSP, from £1.19 to £0.95, reflects the difference in the portion size.
The range comes in a new printed aluminium pouch which bears the new packaging design for Amoy, aligning it with the rest of the range which was refreshed earlier this year. The aluminium pouch uses less packaging than the original cardboard sleeve and maintains the ability to stand up on shelf independently, creating greater stand out.
“Research has demonstrated that MRSP of £0.95 gives the optimum category value and volume growth”, says Caroline Grimshaw, Senior Brand Manager. “By introducing new variants with lower price points to the range, we will encourage shopper loyalty, repeat purchases and predict that we can grow value sales by 33%. Through innovation and a close understanding of our shoppers needs we can help retailers grow their sales”.
“Since its launch, the Amoy Stir Fry Sauces range has sparked shoppers’ imaginations as they seek to create authentic, great tasting Oriental cuisine at home”, continues Caroline Grimshaw. “By demonstrating our expertise and responding to consumer trends in the market place, we are building on our commitment to grow the Oriental category. The new Thai Sweet & Sour and Pad Thai flavours, along with the seven others that are already in the range, provide consumers with variety and choice in their stir-fry consumption and are set to drive incremental purchase and frequency of use amongst consumers”.
Amoy is a £25.6 million brand which sits within the Ambient Oriental Category, currently worth £183 million[1]. Amoy’s unique selling point is its vast heritage. The Stir Fry Sauce sector is currently worth £28 million, 3 per cent year-on year growth[2]. In terms of units sold, Stir Fry Sauces is the most significant sector within Ambient Oriental, larger than Oriental Cooking Sauces with 39.2million units sold
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