ntoto-groupLee Kum Kee, the name synonymous with authentic Chinese sauces and the brand of choice among Chinese chefs around the world, is now expanding their range of sauces to UK consumers by launching the ‘Natural Taste of the Orient Range’.

A blend of natural ingredients, no artificial flavouring, no artificial colouring, no added preservatives and no added MSG, these ‘clean declaration’ recipe sauces are totally new blends from Lee Kum Kee, providing consumers with a range of sauces packed with real Chinese provenance and quality ingredients, backed by a world famous brand with over 120 years heritage in the creation of fine Chinese sauces.

On supermarket fixtures heavily populated with westernised interpretations of this leading cuisine, the ‘Natural Taste Of The Orient’ range is firmly aimed at the food conscious, quality-seeking consumer, contributing towards the trend for a move back to ‘real’ food and the growing interest to be involved in the cooking process, whether it is a simple stir-fry or a dish with a greater level of sophistication.

Currently available in over 170 Waitrose stores, the initial range of five blends includes Hoisin Sauce, Chilli & Garlic Sauce, Sweet & Sour Sauce, Teriyaki Sauce and Sweet Chilli Sauce, with a RRP of £1.69 per 200g glass jar.

Marketing support and communications will build on Lee Kum Kee’s specially created ‘Discover’ website (www.discoverLKK.com), building trust and reducing the ‘fear factor’ among UK consumers in using a truly authentic Chinese food brand at home. It will also be used to inspire usage with engaging and image led recipe ideas and to create interest in the Lee Kum Kee brand through communication of their over 120 year heritage and vast sauce portfolio.

For more information about Lee Kum Kee and available products, please visit www.discoverLKK.com.

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