Amoy is extending its noodles and stir-fry sauce offer into traditional cooking sauces for the first time in a bid to stem declining category sales.
The six-strong range is marketed as a convenient alternative to cooking from scratch that does not compromise on quality. Rolling out now, the sauces include a mild creamy coconut & Thai basil variant and a sweet soy & oriental vegetables variant. Each jar is priced £1.69 and will be merchandised alongside the stir-fry and soy sauce portfolios.
The launch is part of the Heinz-owned brand's strategy to make Asian foods more relevant and accessible. "The oriental cooking sauces category has started to decline as consumers grow tired of products that do not deliver on quality and taste," said marketing controller Rachael Munby.
Heinz is backing the launch with PoS. Last month it signed up chef Gary Rhodes as ambassador as it ploughed £2m into Amoy to educate consumers in Oriental cooking.