Amoy enters meal kit category

Amoy enters meal kit category

Heinz is launching a range of Amoy Asian meal kits in the UK.

The company said the line will include Malaysian Laksa, Nasi Goreng, Thai Red Curry and Thai Green Curry.

Each kit contains the ingredients to prepare Asian meals for two people, with consumers needing to add their desired meat and vegetables.

The launch comes as Heinz works to "revitalise" Amoy's brand identity. The company claims Amoy is the first mainstream brand to launch Asian meal kits.

John Alderman, marketing manager for Amoy, said: "As South East Asian cuisine becomes part of mainstream culinary culture, it's important to enable consumers to recreate Asian dishes at home. With efficiency and simplicity also shown to be crucial, the Easy Meal Kits are an exciting proposition in an uncrowded market and have great potential for category growth."

The meal kits will be available from mid-March in Asda and April in Tesco with an RRP of GBP2.99 (US$4.97).

Show the press release

CATEGORY FIRST FOR AMOY WITH NEW MEAL KITS 
Oriental specialist Amoy is launching the market's first mainstream branded Asian meal kits range, aiming to open up and accelerate the growth of the meal kits category.
 
With flavours including Malaysian Laksa, Nasi Goreng, Thai Red Curry and Thai Green Curry, the category innovation is intended to revitalise Amoy's brand identity as it strengthens its position as an expert in modern Asian cuisine, offering quick and easy midweek meal solutions.
 
The Meal Kits contain all of the necessary ingredients needed to make a quick, easy and delicious authentic Asian meal at home. Each kit serves 2 people and is available from mid-March with an RRP of £2.99.
 
Consumers simply add their required meat, fish or vegetables to create authentic tasting dishes, which instantly capture the increasingly popular flavours of South East Asia.
 
 
 
With a cooking time of just 20 minutes, the Easy Meal Kits have been formulated in response to insights that show convenience and ease are essential for Amoy's target audience.
 
Containing a serving of rice or noodles, coconut milk, cooking paste and authentic seasoning, the Easy Meal Kits also engage with the burgeoning trend for easy scratch cooking, allowing even the most amateur of cooks to add excitement and inspiration to mealtimes.
 
The pre-measured quantities of paste and seasoning also allow consumers to minimise food wastage, ensuring they feel confident when cooking, and supporting them on their culinary adventures to create great flavours.
 
John Alderman, Marketing Manager, Amoy, comments: "As South East Asian cuisine becomes part of mainstream culinary culture, it's important to enable consumers to recreate Asian dishes at home. With efficiency and simplicity also shown to be crucial, the Easy Meal Kits are an exciting proposition in an uncrowded market and have great potential for category growth."
 
Available exclusively in Asda from 17 March and in Tesco from 14 April, the Easy Meal Kits launch will be supported by in-store activation.
 
All Amoy products are sourced from Asia, using the highest-quality authentic Asian ingredients.

Original source: Heinz