Wing Yip nail Tesco deal

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, recently.

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 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.