March 30, 2011, 11:06 am

Amoy, the Chinese food and ingredients producer, is adding to its offering in the wet noodles category with the launch of Amoy Straight to Wok Ribbon Rice Noodles.

It will be the first gluten free noodle in the Amoy range.

The Amoy Ribbon Rice Noodles are a lighter style of noodle, which aim to enhance Amoy’s current offering of authentic oriental food products, whilst also satisfying consumer demand for a greater range of gluten free choices.

It’s been estimated that one in 100 people in the UK is gluten intolerant, but many more may go undiagnosed, and this is the first Amoy noodle that satisfies the dietary needs of these consumers.

Set to hit the shelves in April 2011, the Amoy Straight to Wok Ribbon Rice Noodles will be available in 2x150g packet with a RRP of £1.55.

Caroline Grimshaw, Senior Brand Manager Amoy said:

“Amoy is the oriental expert and we were the first brand to launch Straight to Wok Wet Noodles back in 2006.

“Today we are building on our heritage and expertise to respond to consumer needs with the launch of Amoy Straight to Wok Ribbon Rice Noodles.

“We are delighted to extend our authentic oriental range with our first gluten free noodle offering, which will appeal to our existing consumers, as well as opening up Amoy noodles to a new section of consumers who are gluten intolerant.”

Amoy’s heritage dates back to the company’s founding in the Chinese city of Amoy in 1908 and today all ingredients remain sourced in China.

The new noodles are the first gluten free product in Amoy's range

The Ambient Oriental Category is worth £229 million and is in growth at 3.8 per cent year-on-year.

Caroline continued: “Amoy is constantly assessing and responding to changing trends so that our portfolio continues to excite consumers.

“Through continual investment and the introduction of new variants to the range, Amoy will encourage shopper loyalty and repeat purchases, which will grow sales incrementally within the sector.

“We are committed to unlocking further growth in the category through innovation and a close understanding of our shoppers’ needs.”

For more information on gluten free diets click here and to visit Amoy’s website click here.


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