Kikkoman is to run a campaign urging consumers to use soy sauce in Western as well as oriental foods.

The +K campaign is intended to expand usage to foods such as gravy and casseroles.

Advertising in consumer food magazines will roll out from October when the brand's website will be relaunched with interactive elements for younger consumers.

"Greater knowledge of how to cook with soy sauce is key to increasing market growth," said sales and marketing manager Ben Briody.