Thai Taste is delighted to announce the addition of an Easy Thai Yellow Curry to its meal kit range, improving shopper flavour choice, in an effort to both encourage trial and increase frequency of purchase.

A fragrant southern Thailand favourite, ‘Gang Garee’ yellow curry is made in Thailand using an authentic recipe and fresh local ingredients, including turmeric, cardamom, ginger, lemongrass, galangal, kaffir lime & star anise. The Easy Thai Yellow Curry joins an existing meal kit range, all favoured for their authentic flavours, including an Easy Thai Red Curry (Gang Ped), Easy Thai Green Curry (Gang Keow Wan) and Easy Pad Thai (Pad Thai).

Following the same packaging format, the new variant contains the three key components of a Thai yellow curry; Yellow curry paste, Coconut Milk and Thai spices, all portion controlled and individually wrapped, for no mess and consistency of flavour every time. By adding fresh meat, fish, tofu and/or seasonal vegetables, the dish can go from pouch to plate in just 15 minutes, with step by step instructions and a recipe provided on back of pack.

Gluten free and suitable for vegetarians and vegans, the Easy Thai Yellow curry variant features a 3 chilli rating to reflect its spiciness, but the heat is delicately balanced dish bursting with fragrant flavours… the perfect complement for tofu and vegetables, but equally good for leftovers, i.e. whatever you have in your fridge!

Shoppers are increasingly looking for authenticity of product and provenance to dictate their buying choices, turning to trustworthy specialists to guarantee consistency of flavour, every time.

The launch coincides with a packaging redesign that aims to reinforce the brands’ Thai authenticity and reflect its ambition to bring restaurantquality to UK shoppers kitchens.

In line with the redesign, Thai Taste has also improved the recipe of the Easy Thai Red and Green Curry meal kits, by moving from a dried herb sachet, to steamed (using fresh ingredients). This move allows faster absorption for a fuller flavour, which is especially important given the fast (15mins) preparation time.

Meal kits are fast becoming a ‘go to’ solution, not just for those looking for a quick and easy mealfor- tonight, but to keep in the cupboard for meal-time inspiration that will fit into their busy lifestyle at a later date. The Thai meal kit segment is experiencing strong 22.4% YOY value growth* which can only continue with more flavour choice in the market.

* Kantar Worldpanel 52w/e 5 November 2017


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