Thai Trade London, Department of International Trade Promotion (DITP) announces an inaugural collaboration with Ocado.com, to showcase 15 new products within a dedicated “Taste of Thailand” shop-in-shop on the successful retail platform. The launch of the shop this Autumn (Friday 11th September) witnesses the new additions joining the 50-plus products already available on the Ocado.com website.
The portfolio features ambient and refrigerated meal essentials including authentic curry pastes, high-grade Thai Jasmine rice and premium cooking sauces that empower the home cook, affording the confidence to deliver a Taste of Thailand culinary masterpieces from scratch.
The move to establish the Taste of Thailand shop is in line with Ocado Retail’s commitment to capitalising on the growing interest in international cuisine thanks to food tourism and the contribution made by social media and digital content to raise awareness of country-of-origin dishes. This, combined with the established appeal of Thai cuisine and the UK’s adventurous cooks’ dedication to sourcing premium, best in class global ingredients are the catalysts behind the new Taste of Thailand collection. The range prioritises access to authentic products, rather than westernised alternatives to enable the recreation of Thailand’s rich repertoire of regional cooking classics.
Thai Trade London, DITP is viewing the UK as a key focus market, anticipating a 2% (value) growth rate in the year ahead with sales projected to reach around £600k. This prediction is based on UK consumer interest in seeking out bold, authentic flavours, and the popularity of the sweet, sour, salty and spicy notes, which are the hallmark of vibrant Thai cuisine. This is alongside the broader shift in UK shopping habits, with more consumers cooking from scratch at home and actively seeking out international cuisines for weeknight meals (not just special occasions) and Thai cuisine remaining a firm favourite amongst top international food choices has further fuelled the decision to invest in building a stronger connection between Thai food culture and British consumers.
The shop-in-shop launch supported by Thai Trade London DITP, Ministry of Commerce Thailand and the participating brands is being supported by a PR and social media campaign (which includes the creation of a series of inspirational recipes showcasing the products and the pivotal role they play in delivering a diverse range of authentic Thai dishes), in addition to a programme of dedicated influencer partnerships. Promotional and media spend with Ocado.com direct is being handled by individual brands, providing them with the freedom to tailor any promotional investment in line with specific commercial priorities and budgetary considerations.
Commenting on the launch, Mr. Jirakarn Bejrajati Minister (Commercial) The Office of Commercial Affairs, Royal Thai Embassy London says, “This represents an exciting milestone for the Thai food and drink category. We are keen to promote the versatility of these products – which goes far beyond the creation of some of the much-loved traditional comfort dishes associated with Thai cuisine -, by demonstrating how to embrace the bold, punchy flavours, fresh herbs and aromatics associated with our culture, to conjure up dishes that are a genuine pleasure to cook and eat. We hope to shift Thai dishes away from simply special “treat” occasions into fresh, vibrant and relevant weekday mealtime menu choices.
With Thai Trade London, DITP backing the shop and its storytelling, and brands investing directly in their own retail visibility, we believe we are providing the range with the strongest possible foundation for long-term success.
Ocado.com is the natural retailer of choice for this collaboration, given its reputation for quality, its established engaged and discerning customer base, and strength as a platform for introducing premium and authentic international ranges to UK shoppers. Ocado Retail’s online format also allows us to tell the story behind each product clearly, helping customers understand the provenance and authenticity of what they’re buying, which is a key component of our launch strategy.”
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