Top selling UK sriracha hot sauce brand Thai Dragon, is launching instant noodle bowls into Tesco. The spicy offering taps into the hottest trends of the moment, as the UK’s love affair with exotic flavours continues to heat up – fuelled by ‘fire noodle’ social media trends.
Thai Dragon is launching two new noodle varieties in a convenient, ‘ready to eat’ in two minutes, format, including:
- Thai Dragon Infernal Chilli Noodle Bowl, 240g RRP £2.20
- Thai Dragon Pad Thai & Sriracha Noodle Bowl, 240g, RRP £2.20
Launched in 2020, to create a range of spicy and aromatic sauces and snacks inspired by traditional Thai cuisine, Thai Dragon has had an incredible few years, recently reaching annual sales of over £10 million. It has since expanded into noodles and cooking pastes and now features an extensive range of sauces, including classics like sriracha mayo, sweet chilli and soy sauce.
Thai sriracha is a much-loved condiment which has already achieved cult status in the US and has recently made fantastic ground in the UK. Described as Asia’s ketchup, with a kick, it has a distinctively hot-sweet Thai flavour. The sauce has effortlessly made its way from South-East Asian restaurants to UK supermarkets.
Coming in at a highly competitive price point, the Thai Dragon brand has been shaking up the UK sauce, noodles and snack categories with its keenly priced, Thai-inspired offering. Each launch from the Thai Dragon brand has achieved national retail listings – making it one of the fastest growing brands of recent years.
Speaking about the new lines, Surya Foods’ managing director, Harry Dulai, 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 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.
Surya Foods is one of the largest suppliers of world foods to the UK food sector. It is behind several of the UK’s leading brands and holds the No.1 market position for Laila Basmati (No. 1 dry rice brand), Mai Thai (No. 1 Jasmine rice brand) and Thai Dragon (No.1 sriracha sauce brand.)
It continues to innovate in the sector, recently launching a traditional Greek mezze range, Trophi, as well as the Japanese brand Akira – a range of popular Japanese sides and snacks, spanning gyoza, yakitori and bao buns. It is also behind the recently launched Korean brand Sun Hee which puts classic Korean ingredients at the fingertips of passionate UK home cooks.
