blue-dragon-ingredients-rangeTwo new products, updated recipes and a great new look.

Oriental Food brand Blue Dragon is excited to announce the re-launch of its ten-strong, authentic ingredients portfolio. With its 18% share and 12% year-on-year growth, Blue Dragon is constantly driving the Oriental Food category (worth £188m and is growing at a rate of 9.3% year-on-year) with innovative and authentic tasting products. This new and improved ingredients range is no exception.

Set to uphold the brand’s strong market positioning, the updated ingredients range boasts two new products (Blue Dragon Shaoxing Wine and Blue Dragon Cooking Sake), improved recipes and contemporary packaging to ensure strong on-shelf presence. The range will also see Blue Dragon become the ONLY Oriental brand to offer consumers a complete range of scratch ingredients for its key Chinese, Thai and Japanese cuisines, setting it apart from its competitors and reinforcing the brand’s authenticity.

The Ingredients category is currently worth £54m and is growing at a rate of 12% year-on-year, driven by scratch cook consumers. This trend dovetails well with Blue Dragon’s increased focus on providing relevant products to these consumers allowing them to recreate the authentic Oriental experience.

Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller comments, “Research suggests we’re seeking more control over what we eat and becoming more adventurous in the kitchen, with 48% of consumers now claiming to cook from scratch. Blue Dragon’s ingredients portfolio is perfect for these consumers, providing them with all the store cupboard essentials they need to cook restaurant quality Oriental food in the space of their own home.

“We predict the percentage of consumers cooking from scratch will rise even further over the coming years. We’re confident our updated range will be at the forefront of this growth, offering consumers a unique proposition within the Ingredients segment.”

Available in 150ml glass bottles with an RRP of £1.49, Blue Dragon’s new and improved ingredients range will be supported by an extensive marketing campaign. This will comprise on-pack support, a consumer led PR campaign, online activity on the brand’s Oriental recipe-focused website and a national sampling initiative.

Blue Dragon’s new and improved ingredients range includes:

Shaoxing Rice Wine (NEW), Cooking Sake (NEW), Light Soy Sauce, Dark Soy Sauce, Sesame Oil, Oyster Sauce, White Rice Vinegar, Fish Sauce, Japanese Soy Sauce and Mirin.

For further information on the Blue Dragon range please visit www.bluedragon.com or for sales enquiries call 01942 267 090.

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