Malaysia Kitchen has teamed up with Dhruv Baker, winner ofMasterChef 2010, for a tour of Wing Yip, the nation’s favourite Oriental Supermarket chain. As a presenter and columnist for Waitrose TV and magazine, Dhruv is well placed to introduce the UK to delicious Malaysian food.
The first leg of the tour began with great success in Birmingham. Following this, Dhruv and the team hit the Manchester and Cricklewood Superstores. You’ve got one last chance to visit the tour at its final destination; Wing Yip Croydon on 16th and 17th February. Dhruv and the Malaysia Kitchen team will be treating shoppers to a whole day of interactive cooking demonstrations and taster sessions.
Asian food is already a familiar part of the UK’s cuisine, having grown by 9% in 2011 alone.
Keynote research predicts that the ethnic foods industry will continue rising, achieving growth of 45.1% between 2012 and 2016. Major multiples such as Waitrose, Selfridges, M & S, Tesco, Co-op, Asda and Sainsbury’s have already experienced this increase, often achieving double digit growth year on year and are keen to see it continue.
Malaysian cuisine has generated wide interest and tipped to be one of the break-out stars of ethnic food in 2013, with an ever increasing number of Malaysian products available in Wing Yip and other supermarkets, along with more Malaysian restaurants opening up across the UK.
Dhruv Baker agrees, saying “Malaysian food takes the best flavours from Indian, Chinese and traditional Malay food, and merges them into something better than the sum of its parts. The result is an amazingly vibrant, delicious and varied cuisine.”
Using a range of products available to buy at Wing Yip, Dhruv has been demonstrating how to simply create four delicious Malaysian dishes – Chicken Rendang, Curry Laksa, Nasi Goreng and Kway Teow Goreng.
Products being promoted and demonstrated by Dhruv include Dollee Chicken Rendang paste, Laksa Paste, Adabi Bihun Goreng Paste, Adabi Nasi Goreng Paste, Wing Yip Fried Shallots, Dollee Crispy Prawn Chilli, Adabi Kicap Manis, Lingham’s Chilli Sauces and other Malaysian treats.
With consumers leading increasingly busy lives, these pastes are an ideal solution for a quick meal that doesn’t compromise on taste. The products are not only delicious, they are great value.
Wing Yip have also seen a significant increase in the interest surrounding Malaysian food with a clear increase in sales figures, number of products stocked and consumer enquiries and requests.
Innovation in Malaysian product development can be seen in the new ranges that include meal kits and pastes.
MALAYSIA KITCHEN is a Malaysian government initiative, whose primary objective is to brand Malaysia through its cuisine. For more information visit www.malaysiakitchen.co.uk