Amoy easy meal kit

Amoy: convenience and ease essential for users

Amoy is tapping the scratch cooking trend with a meal kits range.

Rolling out to Asda from 17 March and Tesco from 14 April, the range comprises four Easy Meal Kits that each serve two: Malaysian Laksa, Nasi Goreng, Thai Red Curry and Thai Green Curry (rsp: £2.99). Consumers need to add meat, fish or veg to the kits, which come with rice or noodles, coconut milk, cooking paste and seasoning.

Convenience and ease were key to Amoy’s target audience, said marketing manager John Alderman. “Easy Meal Kits are an exciting proposition in an uncrowded market.”

Premier Foods left the meal kits category three months ago, when it dropped its Sharwood’s wrap kits range.