Sainsbury’s is expanding its ready meal offering with a range inspired by pan-Asian cuisine.

The By Sainsbury’s Flavours of the Far East range, which comprises 21 SKUs, draws on the recent boom in noodle bars and Asian streetfood. It is being trialled in 110 stores from this week but Sainsbury’s hopes to roll it into about 300 by next March.

The range comprises 12 mains (rsp: £3.80/380g) and nine snacks (rsp £2.50 to £3) and includes: Japanese-inspired chicken and prawn yaki udon firecracker king prawn with jasmine rice Indonesian coconut and lemongrass beef curry and duck and pak choi gyoza (dumpling).

New Asian cuisine was gaining momentum, said a spokesman for leading Malaysian chef Norman Musa, co-founder of restaurant chain Ning, who helped develop the range. The style encompassed diverse flavours from India, China, Indonesia and Thailand, and also had Arab and Portuguese influences, he added. “UK consumers are used to these flavours from Chinese, Indian and Thai food but people get bored. Ready meals are an extremely effective way to introduce people to new flavours.”

Sainsbury’s has also added 11 new lines to its Taste the Difference Indian range, including tandoori king prawn masala with cumin and coconut basmati rice and a North Indian lamb masala topped with samosa pastry (both rsp: £4.50/450g).

Last week Waitrose revamped its Cook’s Ingredients range to include more exotic ingredients, including pan-Asian meal kits.

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