Mary Carmichael
Oriental chef Ken Hom has teamed up with ethnic products supplier Westmill Foods to create a new premium brand in the pan-Asian convenience food market.
The 12-strong Ken Hom Cooks... range, which is ready to roll out now, includes what the company claims are the UK's first microwaveable noodles.
Other offerings include microwaveable Egg Fried and Long Grain Rice, with an Indonesian Nasi Goreng variety following shortly after the initial launch.
There are also nine cooking sauces which vary in strength and have a twist' ingredient. They include classics, such as Sweet and Sour with Passion Fruit, as well as more unusual recipes like Chilli and Garlic with Jalapeno Pepper. All the products retail at £1.49.
Packaging aims to emphasise the connection with the wok wizard with a prominent photo.
The range took 18 months to develop and marketing manager Debbie Thomas said it was "positioned at the high end of taste and authenticity".
Marketing support, which will total around £2m, will take the form of press ads in the summer and a TV campaign later in the year, as well as appearances by Hom himself, reader offers, PoS material and trade promotions.