“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.
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