Heinz is expanding Amoy into the cooking sauce market with three recipes under the new Taste of Asia banner.
Rolling out this month, the pouched range comprises Thai Green Curry, Malaysian Laksa and a Thai Massaman Curry (all rsp: £1.49/300g). They had been developed following research into the most popular Asian meals Brits cooked at home, said Heinz, and were produced in Thailand to ensure authenticity.
The launch is being backed with a series of one-minute recipe videos on the Amoy YouTube channel designed to give consumers confidence to create Asian meals. The recipe videos have been created in partnership with TV chef Ching He Huang. Heinz will also roll out in-store promotions, and outdoor boards, to drive awareness.
Heinz said it was hoping the launch would bring consumers back to the cooking sauces market, which has fallen 9.4% by value year on year [Nielsen 52 w/e 23 May 2015].