Blue Dragon is investing £1.5m to push its Oriental foods ahead of the key Chinese and Thai new year celebrations.
The increased spend around the events in February and April next year coincides with the launch of a number of extensions to the range. The new additions, including three stir-fry sauces which will retail at 49p for a 120g sachet, aim to build on restaurant-style cooking at home with Hoi Sin and Garlic and Chop Suey flavours.
Blue Dragon is also adding two types of egg noodle bowls cooked by adding hot water. Priced at 59p, they will come on stream in Beef and Black Pepper and Chicken and Spring Onion. To capitalise on the traditions of Chinese New Year, Lucky Candy sweets, which are said to bring good luck, will join the range priced at £1.99 per box.
Adverts featuring recipe ideas using the products will appear in lifestyle magazines from January until April.