Amoy hopes its innovation in premium soy sauce will gain a posher image for the product, in a similar way to ‘extra’ virgin olive oil.
Amoy Premium Soy Sauce, is fermented from the first pressing of the soy bean and comes in a black glass bottle with square shoulders, to give the product a contemporary feel.
The company hopes the extra flavour and design will help it command an rsp of £1.99 for a 175ml bottle.
The product, has won listings in all the major multiples.
Senior brand manager Natalie Saric said: “The challenge in the soy market is to drive frequency of usage. In creating a great soy product and packaging design, we aim to take soy out of the cupboard.”
The brand is also launching Amoy Stir Fry Sensations, a range of eight ambient sauces that come in an innovative format of a clear plastic sachet and card sleeve outer.
Rob Hudson, creative director of packaging designer DJPA, said: “The brief was to create packaging that demonstrated freshness while being an ambient product.”
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