screen-grabKikkoman, the leading manufacturer of soy sauce in Europe, has launched an interactive menu to its website to encourage consumers to get more creative with their cooking.

The “Kikkoman Invention Test” challenges users to devise an online recipe choosing from a range of chilled and store cupboard ingredients, plus give them the chance to win prizes every month, including a top of the range Baumatic gas cooker. Consumers can select up to five ingredients plus Kikkoman Soy Sauce.

Bing-Yu Lee, Manager of Kikkoman Trading Europe’s UK operation says: “Our interactive challenge is designed to make the chore of thinking up midweek meals more exciting – plus someone could discover the next famous classic that takes food lovers by storm, much like Chicken Kiev, Shepherd’s Pie and even humble Cauliflower Cheese once did.”

The new creative is designed to complement Kikkoman’s successful +K creative, which encourages consumers to experiment by seasoning their everyday food with Kikkoman Soy Sauce. “We believe greater understanding and knowledge on how to cook with soy sauce is crucial to increasing consumption and market growth”, says Lee. “Our research indicates that convenience, health, and delicious meal solutions are the way forward and so the UK campaign has been specifically tailored to reflect this.”

Each month, the best recipes and prize winners will be posted on the Kikkoman website – The winner of the oven will be selected at random in March 2011.

Kikkoman website

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