Associated British Foods has confirmed plans to relaunch and extend its ethnic cuisine brand Blue Dragon in the UK, as part of a multi-million pound campaign.

In an exclusive interview with just-food, ABF finance director John Bason told just-food that there would be a “good investment” behind the brand, which will include new packaging design, product launches, improved recipes and a national TV advertising campaign.

The product launches for 2011 include a range of roasting sauces in four variants – Chinese BBQ, Char Sui, Peking and Teriyaki; a range for Sir Fry Shots in five flavours – Sweet & Sour, Wasabi Plum, Sweet Chilli, Szechuan Pepper, Spicy Satay & Chilli Coconut; and four paste variants – Chinese, Thai Laksa, Thai Red and Thai Green.

A range of cooking sauces will also be launched in six flavours – Chow Mein, Sweet Chilli, Sweet & Sour, Chinese Curry, Thai Green and Thai Red.

ABF said it hopes the Blue Dragon relaunch will “attract new users into the oriental food category”. The brand’s packaging will be “refreshed” with a floral image and a logo with “strong oriental hues”, which will be rolled out across the entire range.

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Tracy Hughes, Blue Dragon consumer and trade marketing controller, said: “This is a truly exciting time for the Blue Dragon brand. We’ve placed considerable investment behind the relaunch, which can only be described as one of the biggest in the category for a long time, and are looking forward to rolling our new range out to consumers next year.

The relaunch will be spearheaded by a national TV advertising campaign with a media spend of GBP4.5m (US$7.1m). The ad will air for three months from Chinese New Year 2011 and will comprise of five executions. In-store activation and promotions, PR, regional sampling and online CRM activity will also form part of the campaign.