blue-dragon-scds-mildDriving market growth and widening consumer choice.

Pan Oriental food specialist Blue Dragon, currently worth £34m and growing at a rate of 15% year-on-year, is continuing to drive the ambient Oriental food category with the extension of its market leading Dipping Sauce portfolio.

Blue Dragon has taken its successful Thai Sweet Chilli Original recipe – recently voted ‘Britain’s Best Tasting – and created a Thai Sweet Chilli Mild variant. With its 63.9% market share, Blue Dragon is currently leading the way in the Dipping Sauce category (worth £15m and growing at a rate of 9% year-on-year) and this new product launch is set to uphold the brand’s strong market position.

Tracy Hughes, Blue Dragon Consumer and Trade Marketing Controller comments, “Recent research proved that consumers perceive products with ‘chilli’ in their title to be hot, creating a purchase barrier for those who don’t enjoy eating spicy food. To overcome this preconception we’ve toned down the heat levels and created Sweet Chilli Dipping Sauce Mild, a great tasting convenience product, versatile with both Oriental and Western dishes.

“Its subtle chilli flavours make it ideal for adults and children alike, therefore broadening appeal and enticing new shoppers into the category who would have previously rejected the product on the basis of heat. Overall, we’re confident this new variant will drive market growth and widen consumer choice, whilst maintaining Blue Dragon’s high levels of authenticity.”

Presented in a 190ml glass format, Blue Dragon Thai Sweet Chilli Dipping Sauce Mild has been available from June ’10 with an RRP of £1.09.

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

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