Blue Dragon has revamped the packaging of its stir-fry portfolio and extended the range with two new flavours, Sweet & Sour with Coriander and Sweet Chilli & Kaffir Lime. The packaging changes include extended GDA information, a “shopping list” for cross-promotion of other products in the range, and increased prominence for the Blue Dragon logo.

“As consumers’ tastes evolve, we recognise the importance of continuing to improve and extend our stir-fry sauce offering,” said Blue Dragon marketing controller Tracy Hughes. “By making the blue and yellow logo more prominent on the packaging across the entire stir-fry range, we are communicating the brand’s authentic oriental credentials.”

Blue Dragon is the largest stir-fry brand with a 37.2% share of the £29.4m market [Nielsen]. Standard stir-fry sachets have an rsp of 55p, and the premium range an rsp of 79p.