Asian food specialist Westbridge Foods is to launch a range of Thai frozen ready meals into Tesco.
Launching under the brand name Kitchen Joy, six rice- and noodle-based dishes (all £2.75) will roll into 580 Tesco stores this month, on an introductory promotion of £2.
The range comprises a trio of 320g noodle-based meals: Tom Yum Chicken, Sesame Chicken and Thai Green Chicken Curry; and three 350g dishes with jasmine rice: Sweet & Sour Chicken, Thai Red Chicken Curry and Chicken Panang Curry.
All the dishes are packaged in takeout-style heat and eat boxes, and are microwaveable in eight minutes.
Inspired by Bangkok’s “mix of culinary heritage and modern foodie culture”, the meals were manufactured in Thailand by Westbridge’s parent company, CP Foods.
As such, they contained traditional ingredients, herbs and spices, tapping consumers’ growing appetite for “more authentic Asian flavours”, said Westbridge.
“Thai is one of the UK’s favourite takeaways, but to date it has been hugely under-represented in ready meals, and we are proud to be bringing Thai-made options to the market,” said Westbridge Foods brand director Christa Bloom-Burrows.
“Gen Z in particular are craving more authentic, convenient and affordable options in store – and we believe that Kitchen Joy’s unique Thai heritage and iconic takeout-style packaging will bring this instant ramen generation to the frozen aisle.”
The launch will be backed by a £1.5m brand investment in 2025.
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