Chinese ready meals specialist Oriental Express is bringing out its own version of a time-honoured takeaway favourite  Spring Roll & Chips.
Price-marked at 99p, the latest offering comes in two variants at launch  Vegetable, and Sweet & Sour. Each meal will include two 70g spring rolls and 200g of oven ready chips.
A Sweet & Sour version was chosen to help make up the new offering because, according to research, seven out of the top 10 dishes in the Chinese market are based on that variant.
Marketing director Michaela Blunden said: "Spring rolls is an important category and it has been left without innovation for too long.
"The frozen ready meals market demands speed and value at all times, and this new format will deliver that."
It is the brand's third major product launch in just over three months with Sizzling Stir Fry ready meals and Chinese stir components called Stir Fry Essentials having already joined the line up. The brand is also benefiting from a £5m advertising campaign which started last month.
Meanwhile, manufacturer RVP Foods this week reaffirmed its commitment to the Chinese ready meals category by deciding to change its name to Oriental Express Frozen Food Company.
MD Steve Baker said the new name, which comes into being at the end of this month, reflected the company's position as "clear market leader" in the Chinese frozen ready meals market, while reflecting the importance of the brand to the company. "The RVP name represents our history, Oriental Express our future," he added.
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Price-marked at 99p, the latest offering comes in two variants at launch  Vegetable, and Sweet & Sour. Each meal will include two 70g spring rolls and 200g of oven ready chips.
A Sweet & Sour version was chosen to help make up the new offering because, according to research, seven out of the top 10 dishes in the Chinese market are based on that variant.
Marketing director Michaela Blunden said: "Spring rolls is an important category and it has been left without innovation for too long.
"The frozen ready meals market demands speed and value at all times, and this new format will deliver that."
It is the brand's third major product launch in just over three months with Sizzling Stir Fry ready meals and Chinese stir components called Stir Fry Essentials having already joined the line up. The brand is also benefiting from a £5m advertising campaign which started last month.
Meanwhile, manufacturer RVP Foods this week reaffirmed its commitment to the Chinese ready meals category by deciding to change its name to Oriental Express Frozen Food Company.
MD Steve Baker said the new name, which comes into being at the end of this month, reflected the company's position as "clear market leader" in the Chinese frozen ready meals market, while reflecting the importance of the brand to the company. "The RVP name represents our history, Oriental Express our future," he added.
{{MARKETING }}
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