Lee Kum Kee expands into gluten-free market

Leading Chinese sauce company, Lee Kum Kee, is expanding its range in answer to the growing demand for gluten-free alternatives, launching a gluten-free Panda Oyster Sauce and Light Soy Sauce.

The global gluten-free products market was valued at GBP 11.58 billion in 2016 and is expected to grow by 9.3% from 2017 to 2025.* In the UK, the demand for gluten-free products is showing no signs of slowing down and sales grew by 27% in 2017.*

Maria Chong, Managing Director at Lee Kum Kee Europe says “We invented the oyster sauce over 130 years ago and this is an important move forward for the company. It’s imperative we’re listening and responding to consumers’ changing lifestyles and needs on a global level. Soy sauce and oyster sauce have long been store cupboard staples and now we’re able to broaden our audience and provide an everyday solution for those who are gluten-free.”

As the number one Chinese sauce brand in Hong Kong, Lee Kum Kee is committed to producing consistently high quality sauces, used by chefs and families around the world. Its gluten-free range has no added preservatives, colourings or flavour enhancers.

The company owns its own oyster farm, ensuring careful monitoring of growth and the ability to use only the freshest oysters, harvesting at the perfect moment. Standards of quality are constantly checked by the technical team. It also uses no GM whole soy beans to create its soy sauce – not pre-crushed soy beans, ensuring maximum flavour and quality.

Lee Kum Kee’s gluten-free products are available from Tesco stores nationwide; Gluten Free Light Soy Sauce 150ml RRP £1.50 and Gluten Free Panda Oyster Sauce 510ml £2.50. The products will be supported by PR and social media to drive consumer awareness and trial.