Blue Dragon, the UK-based oriental food producer, has seized the opportunity presented by Thai New Year to raise the profile of its own portfolio, which includes a considerable number of Thai sauces and staples. The brand’s promotional initiatives include teaming up with the Thai tourist authority to provide readers of London newspaper Metro the chance to win a free holiday. It is also running product giveaway competitions in the press.

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While the Chinese New Year is increasingly celebrated in the UK, its Thai equivalent still goes largely unnoticed. As Thai cuisine becomes more popular, Blue Dragon, which is owned by G. Costa & Co., is hoping to promote its own range of foods for home preparation.

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