Oriental Express is relaunching its 99p frozen Chinese meals line with new packs and recipes and its biggest ever ad spend.
The £5m multi-media push comes on the back of a six-month research programme behind revamping the range.
Marketing director Michaela Blunden said flavours had been enhanced and all dishes now have chunkier vegetable cuts. New packs bring the meals in line with the revamped brand logo, and chicken in black bean sauce joins the line up.
"We have a continuous product development programme," said Blunden. "We talk to consumers and review alternative offerings in frozen, chilled and ambient to ensure we continue to exceed consumers' expectations."