A six-strong cooking sauces range is rolling out to coincide with Chinese New Year on 3 February and comprises Sweet Chilli, Sweet & Sour, Thai Green, Thai Red, Chow Mein and Chinese Curry variants (rsp: £1.59 to £1.79/425g jar). Blue Dragon claimed the latter two to be the first such variants in the market.
A more vibrant and authentic look, featuring an Oriental tapestry design and a bigger, brighter logo, is also being introduced to "create consistency and stronger shelf standout".
The relaunch would "enhance authenticity within the ambient Oriental sector, which is currently dominated by mainstream brands," said consumer and trade marketing controller Tracy Hughes.
Hughes predicted a 66% growth in Blue Dragon's market value by 2013 on the back of the activity. Year-on-year, Blue Dragon sales have risen by 15% to £34m taking its share of the £192m ambient Oriental market to 19% [Nielsen].
To further increase sales, the company will also enter the Oriental oven cook sector with a Blue Dragon Sticky Sauces range in Chinese BBQ, Char Sui, Peking and Teriyaki flavours (rsp: £1.49/300g jar).
The sticky sauces would provide a shortcut to replicating Oriental appetisers at home by basting or marinating "something the category doesn't currently offer," said Hughes.
Blue Dragon is also expanding its successful Stir Fry portfolio by launching Blue Dragon Stir Fry Shots. Comprising five flavours Spiked Sweet & Sour, Japanese Plum & Wasabi, Thai Chilli Explosion, Szechuan Pepper & Chilli and Aromatic Satay the shots (rsp: £1.19/140g pouch) are aimed at consumers "seeking a more intense flavour". The last new range joining the Blue Dragon menu is four paste variants Chinese, Thai Laksa, Thai Red and Thai Green (rsp: £1.99/285g jar).
A three-month push on TV, online and with sampling marks the relaunch.