Leading UK food supplier Surya Foods has moved into the hot sauce category with the launch of Thai Dragon hot sauces and snacks which are hitting the shelves of Tesco and Aldi.
Coming in at a competitive price point Thai Dragon is poised to heat up the hot sauce category with its brand new Thai-inspired sauce range. The much loved spicy condiment is packaged in a classic Thai sriracha style in a bottle made of 100% recyclable plastic.
The new range, launched in Tesco includes:
- Thai Dragon Sriracha Hot Chilli Sauce Original 455ml RRP £3.10
- Thai Dragon Sriracha Hot Chilli Sauce Wasabi Flavour 200ml RRP £1.90
- Thai Dragon Black Fire Extra Hot Chilli Sauce 455ml RRP £3.10
- Thai Dragon Sriracha Chilli Mayo Sauce 200ml – (Vegan) RRP £1.90
- Thai Dragon Sweet Chilli Sauce 455ml RRP £3.10
The brand also features a new snacking range of spicy crackers including; Thai Dragon Sweet Chilli Prawn Crackers (100g) and Thai Dragon Thai Cracker Mix (100g). The full range secured a listing with Aldi earlier this year with a 60g version of Thai Dragon Sweet Chilli Prawn Crackers currently hitting the shelves of Tesco.
The launch is being supported by a contemporary consumer facing website and a social media campaign titled #ridethedragon which includes consumer competitions and online giveaways. The brand is also working with online social media influencers to reach its target audience.
Sriracha Hot Chilli Sauce is increasingly being served up by the world’s top chefs attracting a loyal following of culinary superstars such as Nigella Lawson and Queen of Persian Cuisine Sabrina Ghayour and many prominent online influencers. Nigella Lawson is a big sriracha fan, often turning to social media to express her love of the hot sauce, meanwhileSriracha has also attracted a legion of Vegan fans looking to spice up dinner time. Thai sriracha has already achieved cult status in the US and is now making similar ground in the UK.
The nation’s love affair with spicy fare continues to heat up with the hot sauce market turning in year on year sales growth as Brits shun traditional sauces for more spicy varieties.
Speaking about the new range Surya Foods managing director Harry Dulai said: “Sales of hot sauces have been growing ahead of Eating Enhancers at an impressive rate of 9% year on year for some time.
“During the last 20 years, in response to the UK’s growing love of international cuisine, Surya Foods has moved from simple rice production to offering an impressive catalogue of leading brands from around the world.
“We are passionate about authentic tasting food and have poured decades of expertise into Thai Dragon to bring UK consumers a genuine taste of Thailand.”
Surya Foods is one of the largest suppliers of authentic foods to the UK food sector. Its unrivalled, extensive food ranges has seen it become the biggest supplier of world food lines into supermarket giants Tesco, Asda, Sainsbury’s and Morrisons, with extensive independent retail accounts across the UK. The company’s leading, authentic Laila basmati features in the UK’s top three rice brands (2019 Nielsen data) and has achieved the fastest rate of growth in the rice category for three years running. It also recently expanded the Laila brand into plant-based foods with Laila Naturals. The company’s products are sold in over 30 countries worldwide with its evolving ranges spanning South Asian, Oriental, African-Caribbean, African and Polish cuisines which are popular with both mainstream and ethnic consumers in the UK.
The range is also available to independent retailers via Surya Foods online.