New look sauces seal Tesco deal for Wing Yip


26 August 2011

Leading Oriental grocer Wing Yip has secured listings for four of its
stir-fry sauces in Tesco following significant investment in consumer
research and new look packaging.

The four 185ml sauces; Black Bean; Kung Po; Spicy Szechuan and Chow Mein
sauce were rolled out in 300 Tesco stores in July.

Wing Yip undertook extensive research with consumer focus groups to explore
buying patterns, perceptions of the Oriental food category and attitudes
towards current product branding, before the labelling was redesigned and
the listing was secured.

Wing Yip Director, Brian Yip said: “The Wing Yip sauce range uses
traditional recipes and quality ingredients to create an authentic Chinese
taste. Consumers are thinking more about ingredients and provenance and we
are delighted to be able to offer this range to Tesco customers.

“This new look range is the result of in-depth research with target
consumers and we believe the refreshed packaging will create real stand out
in the cooking sauce aisle. These are the first Wing Yip stir-fry sauces to
be stocked by Tesco. If they prove popular, we anticipate the range will be
extended to a further 200 Tesco stores. This builds on our well established
relationship and expands our existing produce range within the store,”
added Brian Yip.

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