UK: General Mills to launch first Chinese line
General Mills is to launch its first range of Chinese food products into the UK market early next year.
The Wanchai Ferry range will be unveiled early next year and looks set to compete with the likes of Blue Dragon and Sharwood's.
The range will be backed by a GBP2m (US$3.09m) ad campaign, Marketing magazine has reported.
It is understood the range will be packaged in the form of dinner kits, similar to those of General Mills' Mexican food brand Old El Paso.
The new line is believed to be targeted towards "cash-strapped" customers looking for low-cost buys.
The first UK variant will be a Cantonese Pork Recipe Kit, Marketing said.
General Mills declined to comment when contacted by just-food today (27 November).
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