Anglo-Dutch consumer goods giant Unilever has teamed up with PF Chang’s China Bistro to launch a range of Asian cuisine dishes in the US.
PF Chang’s Home Menu, to be produced and distributed by Unilever, comprises eight frozen entrees including Orange Chicken, Shanghai Style Beef and Shrimp in a Garlic Sauce.
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The entrees are made with “high-quality” ingredients and are contained in “patented packaging technology” in order to keep the food fresh, PF Chang said yesterday (20 April).
“The result, PF Chang’s Home Menu, is a flavour-packed meal for two that can be prepared at home in 13 minutes or less,” said Gaston Vaneri, senior brand building director at Unilever. “The PF Chang’s Home Menu line features high-quality ingredients, including Asian vegetables like edamame, water chestnuts, snap peas and bok choy.”
The frozen aisle has seen a high degree of promotional activity in the US but while US retailers have focused on offering lower prices in order to retain traffic during the downturn, the message from manufacturers has been mixed.
ConAgra last month said that its categories had remained relatively rational and dismissed concerns that the group is under pressure to reduce its prices and increase promotions.
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By GlobalDataHeinz, which last year stepped down its level of promotions in frozen food, indicated in February that it is now “back out there and playing the game”.
