Pan Oriental food specialist Blue Dragon is continuing to drive the ambient Oriental food market with the extension of its market leading stir fry portfolio.
Blue Dragon has taken its best selling stir fry sachet flavours – Black Bean, Sweet & Sour, Hoi Sin & Garlic, Chow Mein and Sweet Chilli & Garlic – and created 200g glass jar versions. With its 46% market share and 13% year-on-year growth rate, Blue Dragon is currently driving the total stir fry segment (worth £28m and growing at a rate of 4% YOY), and this new range is set to uphold the brand’s strong category positioning.
Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller, comments: “At Blue Dragon we pride ourselves on providing UK consumers with products that are in line with their needs, while maintaining high standards of quality and authenticity. Following consumer research we know there’s a demand amongst larger households for a stir fry offering that provides up to 3-4 servings, but which still presents a cost effective meal solution. Research also suggests that 63% of consumers prefer their stir fry to be presented in a recyclable glass format.
“Our new 200g stir fry glass jar portfolio meets these exact criteria and we’re confident this innovative launch will drive penetration of stir fry glass jars and really cater to a clear gap in the market.”
With an RRP of £1.19, Blue Dragon’s new stir fry glass jar portfolio is the only range in the market which is free from artificial additives and preservatives, and is in line with the 2012 FSA guidelines on salt.
For further information on the Blue Dragon range please call 01942 267 090 or visit www.bluedragon.com
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