BLUE DRAGON LAUNCHES MILD VARIATION ON ITS SWEET CHILLI SAUCE
Pan Oriental food specialist Blue Dragon have added a mild chilli flavour to its sweet chilli range.
Currently worth £34m and growing at a rate of fifteen per cent YOY, Blue Dragon is extending its market leading Dipping Sauce with its new variation on the original recipe.
Blue Dragon has taken its Thai Sweet Chilli Original recipe – recently voted ‘Britain’s Best Tasting – and created a Thai Sweet Chilli Mild variant.
With its 63.9% market share, Blue Dragon is currently leading the way in the Dipping Sauce category, worth fifteen million pounds and growing at a rate of 9% YOY.
This new product launch hopes to maintain the brand’s leading market position.
Blue Dragon Consumer and Trade Marketing Controller Tracy Hughes said:
“Recent research proved that consumers perceive products with ‘chilli’ in their title to be hot, creating a purchase barrier for those who don’t enjoy eating spicy food.
To overcome this preconception we’ve toned down the heat levels and created Sweet Chilli Dipping Sauce Mild, a great tasting convenience product, versatile with both Oriental and Western dishes.”
The new sauce will be on shelves in a one hundred and ninety milliliter glass bottle, similar to and featuring the same label design as the original sauce recipe.
The Blue Dragon Thai Sweet Chilli Dipping Sauce Mild is available from retailers across the UK this summer.
Hughes concluded:
“Its subtle chilli flavours make it ideal for adults and children alike, therefore broadening appeal and enticing new shoppers into the category who would have previously rejected the product on the basis of heat.
Overall, we’re confident this new variant will drive market growth and widen consumer choice, whilst maintaining Blue Dragon’s high levels of authenticity.”
The mild sauce has an RRP of £1.09.
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