Sarah Hardcastle JK Foods, one of the largest suppliers of authentic ethnic foods to Asian restaurants in the UK, has signalled its intention to spice up competition in the take home cook-in sauce market. It is launching 15 new cook-in sauces under its Tiger Tiger brand, a development that marks the company's first step into mainstream grocery. The sauces include five Indian, five Chinese, three Thai and one each of Japanese and Indonesian. They are positioned as restaurant quality', according to David Kearns, director of Food Sellers which is handling sales of the Tiger Tiger brand in mainstream grocery. Kearns said: "In focus group research we found that present jar sauces are mostly used for family meals and the mid-week rush, and are not considered good enough for really special meal occasions at home when friends or family come round. The restaurant or takeaway rules this territory. We have filled this gap by creating a restaurant quality range that delivers a real taste experience, and not just heat. It addresses the home entertainment market." The restaurant quality' message is a key feature of the range's labelling. In 420g jars (rsp £1.69), the range will be available from next month at an introductory price of £1.29. The launch will be supported by a £1m media and marketing spend including consumer press money-off vouchers, sampling and bogofs. Kearns said the next step for the brand is frozen dim sum and a range of Indian breads that will be launched later this year. {{P&P }}

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