Leading sriracha hot sauce brand Thai Dragon has launched instant noodle bowls into Tesco.
The new range comes in a ‘ready to eat’ in two minutes format, with two variants: Infernal Chilli Noodle Bowl and Pad Thai & Sriracha Noodle Bowl (240g, RRP £2.20).
Launched in 2020 to create a range of sauces and snacks inspired by traditional Thai cuisine, Thai Dragon has had a strong few years, recently reaching annual sales of over £10m. It has since expanded into noodles and cooking pastes.
Harry Dulai, Managing Director of brand-owner Surya Foods, said: “The Thai Dragon brand has got off to a fantastic start. 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. These latest dishes are super versatile, quick to make and can be easily customised by adding your preferred choice of protein for a satisfying, hearty meal. The bold flavours are also very trendy.”
The new noodle lines are available exclusively at Tesco until the end of the year, after which further retailers will be invited to list the lines.
The Thai Dragon brand is being supported by a 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.
