Thai Dragon launches authentic noodle range

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The newly launched Thai Dragon brand has expanded into noodles launching two new lines this week. 

It follows impressive sales growth from the brand which sits at almost £5 million since its launch last year.

Its latest gluten free range of rice noodles are ideal for creating traditional Thai dishes at home, such as Pad Thai or other classic Thai-style stir fries. The new lines are made using traditional Thai methods, steamed and not fried, for an authentic Thai taste experience.

The range is available to independent retailers via Surya Foods online wholesale catalogue at: https://suryafoodsonline.com/brand/thai-dragon

The authentic Thai Dragon brand entered the Thai cuisine market in a big way in 2020 with the latest noodle range the fourth launch in the last year. The Thai-inspired range kicked off in January 2020 with a trio of Thai Snacks. These were soon followed by a five strong line up of Thai-inspired sauces including: Thai Dragon Sriracha Hot Chilli Sauce Original; Thai Dragon Sriracha Hot Chilli Sauce Wasabi Flavour; Thai Dragon Black Fire Extra Hot Chilli Sauce; Thai Dragon Sriracha Chilli Mayo Sauce (vegan) and Thai Dragon Sweet Chilli Sauce. Thai Dragon Soy Light and Dark Soy Sauces were added to the line-up in July 2020.

The brand has achieved Tesco listings for each launch, as well as hitting the shelves of independent retailers across the UK.

Its move into the market comes at a time when more and more UK consumers are learning how to prepare their favourite international dishes at home due to lock down restrictions. 

Coming in at a competitive price point the Thai Dragon brand, produced by Surya Foods, is poised to shake up the sauce, noodle and snacking categorieswith its authentic offering.  Speaking about the latest launch Surya Foods’ managing director Harry Dulai said: “Our newly launched Thai Dragon brand has got off to a fantastic start – achieving almost £5m in sales since its launch last year. 

“At the moment the buzz word in pricing is all about EDLP (everyday low price) – especially as UK family’s affected by the current pandemic start to feel the squeeze on their finances. People are looking for ways to maintain quality but at a better price and retailers are keen to meet this demand. 

“Combining quality and authenticity with approachable pricing has helped us achieve a phenomenal launch year and we are excited to add another fantastic, great value product to the Thai Dragon range.
 “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 at a great price and have lots of further exciting NPD in the pipeline.”

The Thai Dragon 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. 

The nation’s love affair with international cuisine continues to fuel year on year sales growth as Brits introduce more and more spicy and exotic fare into their weekly menu.

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 one of 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 Laila rice range features in the UK’s top three rice brands (2020 Nielsen data).