Mars Food is set to unveil its first new brand in the UK in nine years.

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PurAsia is a new brand in Asian cuisine developed to “inject excitement” in to the GBP594.5m (US$1.2bn) wet cooking sauce category.


The range consists of a set of three blends of spices, herbs and pastes, assorted to “help cooks recreate their favourite restaurant Asian meals at home in under thirty minutes”, the company said today (21 July).


The product comes in six varieties inspired by cuisine from India, Thailand and China.


Paul Aikens, marketing director for Mars Food, said: “With meal preparation time averaging at 41 minutes and a desire to produce restaurant quality Asian meals at home, our product will help achieve this in under 30 minutes. Because the meal involves a level of consumer participation there is a greater sense of fulfilment and engagement for the cook.”

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The PurAsia range consists of six variants: Royal Korma, Tikka Masala, Thai Green Curry, Thai Red Curry, Szechuan and Black Bean. It will be priced at GBP3.29 and available exclusively from Tesco for the first nine months.


The launch will be supported by a GBP1m marketing and in-store campaign from July onwards which will include: advertising on Tesco.com, the clubcard statements, food club magazine and on in-store TV screens. 


Alongside this, a PR campaign fronted by Celebrity MasterChef winner and England Rugby star, Matt Dawson and his partner, will commence in mid-July. 


A national print and online advertising campaign will take place in September.