Surya Foods has expanded its Indo-Chinese brand Khao Chi, adding 15 ambient lines to complement the original frozen range.
The latest lineup was “a celebration of Indo-Chinese inspired street food, spanning instant noodles, signature sauces, snacks and condiments”, said the rice and world foods supplier.
It includes Schezwan Noodles (rsps: 52p/80g & £2.19/5x80g), Green Chilli Sauce (rsp: £1.90/210g), Manchurian Prawn Crackers (rsp: £1.81/80g), Light Soy Sauce (rsp: £1.75/150ml), Hakka Noodles (rsp: 94p/160g) and Momos Dipping Chutney (rsp: £1.90/210g).
Now available in selected Tesco stores, Khao Chi’s NPD aimed to “make the bold, vibrant flavours of Indo-Chinese cuisine easily accessible to everyone”, said Harry Dulai, Surya Foods CEO. “We’re seeing consumers actively seeking out these distinctive flavours and products.”
Each of the new lines had “been carefully created to deliver restaurant-quality taste with the simplicity of preparation that busy households demand”, he added. “All our products require minimal preparation time while delivering the complex, layered flavours that define Indo-Chinese cuisine.”
The launch will be supported by PR, shopper promotions and events, sampling and merchandising, as well as activity across Khao Chi’s newly launched digital and social media platforms.
The Indo-Chinese brand made its debut last September as five frozen SKUs spanning spring rolls, fried chicken and momos – a type of stuffed dumpling. It features the tagline: ‘It’s not a demand, it’s a desire’.
Indo-Chinese cuisine blends Chinese cooking and seasoning techniques with Indian spices to create a distinctive flavour profile offering umami and heat. Dishes like hakka noodles and chilli chicken were “appearing more frequently on UK menus, a reflection of the nation’s growing appetite for the fusion cuisine”, Surya said.
“This growing popularity has been amplified by trendy restaurants like Fatt Pundit in London’s Soho and Covent Garden, which have introduced more and more British diners to the exciting world of Indo-Chinese fusion.”
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