Market-leading sriracha brand Thai Dragon has unveiled a duo of instant noodle bowls.
Infernal Chilli and Pad Thai & Sriracha (both rsps: £2.20/240g) would capitalise on shoppers’ growing appetite for spicy flavours, said Thai Dragon.
Both have hit Tesco shelves and will be exclusive to the retailer until the end of the year.
Thai Dragon was launched by world foods supplier Surya Foods in 2020 to tap the growing popularity of Thai cuisine.
It debuted with a duo of snacks, Sweet Chilli Prawn Crackers (100g) and Thai Cracker Mix (100g), which were followed by the rollout of five sriracha-style sauces – Original, Wasabi, Black Fire Extra Hot, Sriracha Chilli Mayo and Sweet Chilli – and a soy sauce duo.
Thai Dragon then launched a duo of gluten-free noodles – Pad Thai and Thin Rice – to market in 2021. Its annual sales have now reached over £10m, according to the brand.
“The Thai Dragon brand has got off to a fantastic start,” said Surya Foods MD Harry Dulai.
“Combining quality and authentic flavours with approachable pricing has helped us achieve impressive sales and we are excited to add further, great-value products to the Thai Dragon range,” Dulai added.
Surya Foods has been busy with its innovation efforts over recent months. It expanded its Japanese-inspired Akira brand with a, yakitori and bao buns in February, then debuted its Greek-style mezze range Trophi in April.
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