Oriental Express is bringing out a healthy frozen Chinese meal range under a new China Light sub-brand.
The five-strong ready meal range, which rolls out in January, is made up of Honey & Ginger Chicken, Thai Vegetable Curry, Chinese Beef in Chilli & Tomato Sauce, Chicken in Hoi Sin Sauce and Char Sui Pork in Plum Sauce (rsp: £1.99 each). All the dishes are accompanied by either rice or noodles.
Each 400g meal contains less than 3% fat, less than 1% salt, is free from artificial colourings
and flavourings and represents at least one portion of the recommended five-a-day of fruit and vegetables.
Michaela Blunden, marketing director for Oriental Express Frozen Foods, predicted the new range would rack up sales of £9m within the first year. She added there were also plans to expand the range of meals and to possibly extend the China Light brand outside the frozen category. She added: “There is a clear gap in the market for something healthy which isn’t a Weight Watchers product.”
The new range will be supported by a £500,000 marketing spend in the first six months of launch as well as buy-one-get-one-free promotions to encourage trial.