The campaign, which kicks off in June, includes TV, consumer press, online and experiential activity. It has been designed to educate consumers on Chinese home-cooking and convey what General Mills calls the "simple but hugely authentic credentials" of the range, which will be available from all major multiples at the end of March.
The three-strong line up, available in two chicken-based recipes and one pork variant, is priced £3.89 for a kit that serves up to three people. It is being introduced to help cash-strapped consumers enjoy 'restaurant quality' Chinese food at home, said Andy Foweather, sales director, General Mills UK. "People aspire to having the same food at home they enjoy in restaurants. The meal kits enable them to do that."