Premier Foods has launched a marketing offensive behind its Asian food brand Sharwood’s in the UK.
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Premier said today (11 June) that a new range of Thai food products would go on sale next month. Premier has redesigned the packaging for the Sharwood’s range, which includes Thai dressings, stir-fry sauces and curry sauces.
The company will also launch “one shot” curry pastes, 50g sachets of red curry and green curry pastes.
Brand director Paul Davies said Premier is tapping into the growing popularity of Thai food in the UK.
“Thai is one of the fastest growing cuisines in the UK – the number of Thai restaurants in the UK has quadrupled since 2000,” Davies said. “People are increasingly becoming interested in the light, fresh and fragrant flavours of Thai cooking, and Thai is set to become the next big Asian cuisine. The next few years could see the growth in Thai match the combined growth of Chinese and Indian.”
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By GlobalDataFinancial details of the marketing campaign were not disclosed but Premier said the Sharwood’s push would also include TV advertising.
