Pan Oriental food specialist Blue Dragon, market leader in the ambient Oriental food market, is continuing to drive growth across the category with the launch of the first Oriental oven-bake rice products in the UK.
The range aims to provide consumers with a convenient short cut to replicating popular Asian dishes that they currently buy only from restaurants.
The new range builds on the brand’s existing Oven Cook portfolio that launched in 2011.
The Blue Dragon Rice Bakes are available in four variants; Chinese Special Fried with soy and ginger, Nasi Goreng – an Indonesian-style sauce with sweet soy chilli, Thai Sticky Coconut and Japanese Special Fried Rice.
Alain Chua, Blue Dragon Marketing Manager said:
“Following the success of last year’s £6m re-launch, Blue Dragon is continuing to innovate in order to drive interest and bring new consumers into the category.
“Capitalising on its credentials as the authentic Oriental food brand, the new Rice Bake range aim to drive growth across the Oven Bake portfolio.”
Presented in a 375g glass format, Blue Dragon Rice Bakes will be available from June with an RRP of £1.69.