largest spend yet
RVP Foods is overhauling its Oriental Express frozen brand with the introduction of a new graphic, revamped packaging and new products.
It also plans to drive sales with a £5m ad campaign, including TV commercials ­ its biggest ever marketing spend.
The ads, which are set to hit screens at the end of September, will follow a series of new product launches this summer.
First to launch under the new branding, and incorporating chopsticks into its logo, will be a range of Sizzling Stir Fry ready meals.
The range, which will start rolling out soon, is a revision of RVP's existing Oriental Express Stir Fry range.
Pack weights are being increased by 12.5% and feature 75% more chicken and 50% more prawns.
They will also signal a new departure for RVP as cryogenic' technology is being used to to ensure that sauces are evenly distributed throughout the product before freezing.
The new packs feature block bottoms which allow the self-standing products to be displayed upright. Rsp for the 400g apiece, six-strong range will be £1.99.
The move is likely to signal a step up in RVP's battle with the likes of Birds Eye and Findus, whose Enjoy! and Feeling Great! ranges are fighting on the same turf.
Michaela Blunden, RVP's marketing director, said the company had earmarked major backing for the new range as it was "too big and too important to leave without investment".

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