The wholesaler SeeWoo has gained its first supermarket listing with Asda, as it strives to become a “category champion” for oriental foods.

Three SeeWoo products have made it on to Asda shelves: a chilli oil from its Way-On brand and light and dark soy sauces from the imported Pearl Driver Bridge brand.

The Asda listings follow a campaign by SeeWoo to target retailers that has also resulted in listings in Northern Ireland with Musgrave Group and several independents.

“We want to be seen as a category champion we want to be the destination of choice when people look for truly authentic oriental products,” said See Woo commercial manager Les Hausen.

He added that now was a good time to target the ­supermarkets because shoppers had developed a more sophisticated ­understanding of Asian food.

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