Amoy, the Chinese food and ingredients producer, is launching its first-ever dry noodles range to the category with Amoy Medium Dry Noodles.
The launch is a bid to attract regular users and build on its expertise as the number one brand in wet noodles.
The Amoy Medium Dry Noodles aim to provide a convenient and easy meal solution for both new and existing customers, as well as enhance Amoy’s current offering of truly authentic oriental food products.
In store from February 2012, the Amoy Medium Dry Noodles are available in a 200g pack, with a RRP of £0.99.
Each pack contains four noodle nests; with one nest counting as a single serve portion; and features a re-sealable tab for added consumer convenience.
Caroline Grimshaw, Senior Brand Manager Amoy said:
“As the oriental experts, we are constantly assessing and responding to changing market trends so that our portfolio continues to meet consumer needs for great-tasting, convenient meals, that only take a matter of minutes to make.
“By introducing our first dry noodles range, we’re confident that it will attract new and existing consumers, which will encourage sales of the new product as well as the overall category.”
Amoy’s heritage dates back to the company’s founding in the Chinese city of Amoy in 1908 and all ingredients are locally sourced in China.
The Ambient Oriental Category is worth £237 million and is in growth at 4.8 per cent year-on-year.