Asian food brand Tiger Tiger is looking to get its claws into block noodles - and go head-to-head with Premier Food’s Batchelors Super Noodles.

The company said it was hoping to shake up the noodle market with the launch of its Travellers Choice range. Rolling out to Tesco stores now (rsp: 62p for 100g), the new noodles come in Indian Tikka Masala, Chinese Peking Duck and Thai Red Curry flavours.

Tiger Tiger said the move was the latest in a string of NPD designed to take on larger brands and increase its presence in supermarkets.

Most recently the company has rolled out the seven-strong Taste Japan line-up - which includes Japanese soba noodles and sushi essentials such as nori and rolling mats - to Tesco and Asda stores.

“In the UK the block noodle category has been dominated by uninspiring products, which is why we have developed this range,” said Tiger Tiger head of commercial sales and marketing Sanjay Sood.

Premier Foods this month extended its Batchelors brand with the launch of the Batchelors Deli Box pasta and noodle snack range aimed at women.

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