The pesto comes in three flavours - Coconut & Lemon Grass, Coriander & Kaffir Lime and Satay & Sweet Chilli - and was inspired by the growing popularity of Thai food and the demand for quick meals. Priced at £1.59, it comes in 155g glass jars, but although the range is set for listings in the multiples, Blue Dragon has not yet planned any advertising spend.
Brand manager Alison Burnside said consumers already understood pesto and the product would add a new dimension to the ethnic food fixture. “This new range represents the ultimate in combining usage and flavours from across the world. With the increase in quick easy, yet sophisticated meal solutions, we expect it to be a real winner.”
Blue Dragon leads the fast-growing Thai cuisine category [ACNielsen], and the market is now valued at £20m - a 17% increase year-on-year.