Associated British Foods is to launch a range of Japanese products under its Blue Dragon ethnic cuisine line in the UK.
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The company, which makes a range of Chinese and Thai products, said today (4 December) that it would “pioneer” the “emerging consumer trend” for Japanese cuisine by launching eight products this month.
The group unveiled three noodle variants, three Yaki sauce lines, a katsu curry sauce jar, and a Katsu curry meal kit.
Tracy Hughes, consumer and trade marketing controller for Blue Dragon, said the company had ploughed “considerable investment” into the Japanese launch.
“By demystifying what is perceived as a challenging cuisine, Blue Dragon’s aim is to attract new consumers into the ambient Oriental food category whilst still maintaining authenticity,” Hughes said.
The company gave no indication of how much money was being spent on the launch and could not be reached for further comment as just-food went to press.
