new-japanese-range-dec-09Pan Oriental food specialist Blue Dragon is continuing to drive the ambient Oriental food market with its innovative, exciting and authentic tasting NPD, and the launch of its new Japanese range is no exception. December ‘09 will see Blue Dragon become the first Oriental food brand to pioneer the emerging consumer trend for Japanese cuisine by launching an authentic tasting range to the masses.

Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller says “Blue Dragon has placed considerable investment behind its Japanese launch. By demystifying what is perceived as a challenging cuisine, Blue Dragon’s aim is to attract new consumers into the ambient Oriental food category whilst still maintaining authenticity.”

Consumer research has shown that Japanese cuisine is increasing in popularity amongst British consumers, with an increasing number of adults currently eating Japanese foods at a restaurant or at home. Evidently with the trend for in-home dining and scratch cooking also on the increase there’s a clear opportunity for category growth. By launching its own Japanese range, Blue Dragon shows how to respond to these category demands.

The new Japanese portfolio consists of eight new innovative products including three Noodle variants, three Yaki Sauce variants, a Katsu Curry Sauce jar, and a key component to the range – a Katsu Curry Meal Kit. Created in response to the popularity of Katsu Curry within the Out Of Home sector, the kit contains 2x 200g Japanese Curry Sauce, 2 x 125g boil-in-bag Sticky White Rice and 1 x 80g crispy breadcrumbs. It provides consumers with the essential ingredients required to re-create the authentic Japanese-style dish in the space of their own home, helping to bridge the gap between quick and easy sauces and scratch cook ingredients.

The launch will be supported by PR, in-store promotions and couponing.

For further information on stocking the new Blue Dragon Japanese range please call 01942 267 090 or visit www.bluedragon.com.

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