The Spice Tailor, the UK’s biggest Indian meal kit brand[1], is breaking into a brand-new cuisine with its first ever Chinese range, bringing the country’s vibrant flavours to the UK meal kits category. This innovative four flavour line-up is crafted to deliver a similar delicious experience to restaurant quality in minutes.
The launch of the new Chinese range is in response to the growing consumer demand for high-quality Asian cuisine that can be easily prepared at home. There is a high penetration of Pan-Asian cuisine (77%[2]) in the UK, demonstrating the demand for products to rival the restaurant and takeaway standards consumers expect, without difficulty. To align with shopper favourites, Classic Sweet & Sour, Classic Chinese Curry, Spicy Kung Pao, and Fiery Szechuan have been created to cover the biggest and most popular flavours in Chinese cuisine, ensuring there is something for everyone.
Andrey Sokirkin, Global Marketing Director of Cooking Sauces commented, “There was no better time to expand our offering and reach even more shoppers with our easy and quick solution to create meal kits in a flavoursome new cuisine. The new kits will allow consumers to recreate a similar delicious experience that they would get from a takeaway in three simple steps, in the comfort of their home.”
“By stocking the Chinese range, retailers can excite shoppers, both loyal and new to the category, with something different for dinner. The new launches will help retailers drive shoppers to the cooking sauces category and trade up to reap the success of our tried and tested brand that we have been building with our Indian and Asian meal kit ranges.”
Expanding The Spice Tailor’s leading Indian range
With The Spice Tailor’s successful Indian and Asian ranges showing continuous and consistent growth[3], the brand is also extending its Indian range with four new flavours: Coastal Mango Curry, Classic Balti, Spicy Bengali Jalfrezi, and Classic Southern Madras. These additions are designed to satisfy the growing consumer appetite for diverse and vibrant tastes as well as to support retailers in stocking more variety within the category and provide shoppers with their favourite Indian flavours.
The Spice Tailor new kits are all free from colourings, additives and preservatives, aligning with the brand’s commitment to authentic flavours and quality. The new Chinese range will be available in grocery from July, and the four new Indian flavours are in Morrisons now, followed by a rollout to Waitrose in late July. Each Chinese meal kit is 245g and each Indian meal kit is 300g, all with an MSRP of £3.75.
[1] Circana 5yr Volume Sales 52 w/e 11th May 24
[2] Kantar Worldpanel %Penetration 52 w/e 14th Apr 24
[3] Circana 5yr Volume Sales 52 w/e 13th Apr 2024
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