Developing a new stir-fry sauce
Launch
In late July 2003, a range of four stir fry sauces was launched under the Wok Creations sub-brand. The sauces were: Honey Soy; Teriyaki; Lemon, Sesame and Ginger; Sweet Chilli and Lime. Concurrently, a range of four Asian-style vegetable mixes was launched, also under the Wok Creations sub-brand.
A joint TV advertising campaign for the sauces and vegetables ran in late 2003, featuring an Asian chef showing how easy these were to use while fending off Ninja attackers. The "Food in a Minute" show was also used extensively to show consumers how to use the products. Initially, only the basic stir fry use was demonstrated but over time other uses for the products were demonstrated on the show, eg Honey Soy in burger pattie, as a marinade. Consumers have also suggested other uses such as pouring the Sweet Chilli and Lime sauce over a whole fish and baking in an oven.
Range Changes
The original range is still on the market and has performed exceedingly well providing Heinz Wattie's with an increased market share of this category. Range extensions were launched in August 2004 (Thai Red Chilli and Coriander, Malaysian Satay). In May 2005, the range was further extended by presenting the four top selling products in larger (210g vs 125g) four-serving packs and another twin-serve product – Thai coconut, chilli and lime. The range continues to be a success story, and Heinz Wattie's plans to launch further products.
