UK oriental foods producer G Costa has launched Blue Dragon coconut milk with sliced coconut - the first product on the market to combine the milk with the flesh of the fruit. Demand for coconut milk is growing steadily as consumers gain confidence in their ability to prepare ethnic dishes at home. The market has grown by 23.3% year-on-year to its current value of £3.5m (US$5.09m). In an increasingly competitive climate, Blue Dragon remains the leading brand of coconut milk, accounting for over 50% of sales. Last year the group launched reduced fat coconut milk, which has encouraged new purchasers into the market.