It claims the newcomers have the “flavour and aroma usually only associated with cooking from scratch with freshly-prepared ingredients”.
Available in Tesco and Sainsbury stores now, the pastes are targeted at “consumers who want more from cooking sauces,” said marketing manager Benoît Lalande.
Each variant is associated with a different country and, while most are designed to go with chicken, they are also suitable for use with fish, prawns and vegetables.
The recipes take up to 20 minutes to cook and the 100g doy packs (rsp: £1.39) serve four.
Lalande said the packaging had gone down well in research as it “reflected the fresh connotations of the ingredients as well as being easy to use, carry home and store”.
TV advertising is planned for January 2004, backed by price promotions. There will also be tailored instore support. Advertising in instore magazines is set to start within the next few weeks.
The range comprises Moroccan Spiced Chicken, Spanish Chicken and Chorizo, Thai Fragrant Prawn Curry, Thai Red Chicken Curry, Jamaican Jerk Chicken & Pineapple and Sicilian Sun-Dried Tomato Chicken.