Uncle Ben's is adding a range of stir-fry products to its cooking sauces to bag a bigger share of the burgeoning Oriental market.

The four-strong range, which is available in aromatic sweet & sour, Oriental soy & black bean, Thai red chilli with coconut & cream and an Oriental sweet & spicy chilli, is now being rolled out to Sainsbury's stores exclusively.

The newcomer contains no artificial colours, flavours or preservatives and is targeted at the "more adventurous Uncle Ben's users who are willing to experiment with new flavours and are open to new culinary practices", according to the company.

"The new range of stir-fry sauces will offer consumers an exciting yet convenient way to enjoy one of their favourite cuisines," said Suzanne McFarlin, customer marketing manager for brand owner Mars Food.

"This sector continues to grow and we are confident the range will attract new consumers."

The stir-fry sector has generated strong growth in the past year, up 28% year-on-year to £19m, and makes up a fifth of the Oriental category, according to IRI [MAT to 31 December, 2006].

The activity from Mars Food comes just weeks after Premier Foods, already boasting a strong foothold in Asian cuisine with its Indian and Chinese ranges, announced moves into Thai food with a 'complete meal' range under its recently-bought Sharwood's brand.

The company said it believed Thai could outstrip the joint growth of Chinese and Indian, providing it had a big brand behind it.

The new Uncle Ben's range, poised for a national roll-out next year, will be supported by a six-figure marketing push, including press and in-store activity.

The company has also been investing in rice innovation this year under its Uncle Ben's banner. In May it introduced a range of microwaveable risottos.