The UK’s No.1 Oriental Food brand Blue Dragon is excited to announce the launch of its new Thai Sweet Chilli range, which will see the brand enter into a whole new arena this spring… the Salad Dressings market!
This April, Blue Dragon entered the Salad Dressings category with the launch of its Thai Sweet Chilli salad dressings. The new range includes three authentic tasting variants – Thai Sweet Chilli & Garlic, Thai Sweet Chilli & Lime and Thai Sweet Chilli & Lemongrass – based on Blue Dragon’s Thai Sweet Chilli Original recipe, recently voted ‘Britain’s Best Tasting’.
The new range, perfect for the fast approaching summer season, has been designed to offer consumers a unique proposition within the Salad Dressings segment. This will help extend consumer choice whilst catering to key consumer drivers of the category.
Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller comments, “Following consumer research we know Salad Dressing consumers are always seeking exciting new flavours, whilst maintaining their healthy eating habits. Blue Dragon’s new range meets these exact criteria, providing consumers with the authentic tastes of Thai Sweet Chilli. This flavoursome offering will be sure to add an extra twist to consumers’ salads this summer.
“The new range will also provide retailers with even more opportunities to increase sales by extending Blue Dragon’s existing brand loyalty to Salad Dressing consumers. Our overall aim is to attract new shoppers into the Salad Dressings category, whilst maintaining authenticity.”
Blue Dragon is currently leading the way in the Oriental Condiments and Dipping Sauce categories, with a 52.1% and 62% market share respectively, and aims to emulate this success in the Salad Dressings category, currently worth £41.1m and growing at a rate of 3% year-on-year.
Available in 250ml glass bottles with an RRP of £1.49, Blue Dragon’s new Thai Sweet Chilli salad dressings will benefit from Blue Dragon’s £3m brand marketing investment, kicking off with TV advertising that will air during July 2010.
For further information on the Blue Dragon range please call 01942 267 090 or visit www.bluedragon.com