General Mills has introduced the Wanchai Ferry brand.
The range will comprise Xiang Gu Chicken Recipe Kit, Kung Pao Chicken Recipe Kit and Bo Luo Pork Recipe Kit and will be supported with a pound;4m marketing programme.
According to General Mills, 61% of current Chinese meals are seen as quick and easy or routine. Pre-launch testing revealed that 63% of consumers claimed that they would eat Wanchai Ferry most often on a Friday or Saturday evening.
Andy Foweather, sales director of General Mills UK, said: “Wanchai Ferry has been brought to the UK to move consumers on a culinary journey; taking them from low involvement functional Chinese meals to more pleasurable, highly creative solutions. People aspire to have the same food at home that they enjoy in restaurants. And in these uncertain times, UK consumers are opting to stay at home more and more, treating themselves to high quality food at the weekends as an alternative to eating out.”
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