Amoy is making its first foray into the freezer with a range of straight-to-wok stir-fry and rice meals to tap the popularity of Chinese food.
Amoy Straight to Wok is being rolled out now to the multiples and will be supported by a £500,000 campaign. The range consists of six varieties that can be cooked in less than 10 minutes. Noodle dishes are sweet & sour chicken, beef in black bean, and vegetable chow mein; and rice-based lines are beef sweet soy & spring onion, aromatic prawn & garlic and a sweet chilli chicken (rsp £1.99 per 500g).
The number of stir-fry meals eaten has increased by almost 6% each year since 2003, according to Mintel.