Thai Dragon expands range launching soy sauce into independents

Thai Dragon, a new brand from Surya Foods, has expanded its range, launching soy sauce variant into independents.

The launch comes at a time when bottles of the Asian favourite have been in short supply due to a surge in demand.

“While soy sauce is more traditionally associated with Chinese cooking, soy sauce is also used widely in Thai cooking. Thai cooking is all about balancing opposing flavours so the Thai version’s saltiness is perfectly balanced with sweetness,” commented Harry Dulai, managing director at Surya Foods.

“For those wanting to achieve the most authentic Thai flavours, this is great addition to the store cupboard.”

Unveiled in January 2020, the Thai-inspired brand kicked off with a trio of Thai Snacks, followed by a five strong line of hot sauces in May.

The new soy sauce offering, packaged in a traditional, recyclable glass bottle, will be hitting the shelves of Tesco as well as independents across the UK this week.

The brand has also secured listings with Tesco and independents for earlier launches.

The Thai Dragon launch is being supported by a contemporary consumer facing website and a social media campaign titled #ridethedragon with consumer competitions and online giveaways. The brand is also working with online social media influencers to reach its target audience.

Thai Dragon Light Soy Sauce and Thai Dragon Dark Soy Sauce 150ml bottles have an EDLP of £1.

The range is available to independent retailers via Surya Foods online wholesale catalogue at: https://suryafoodsonline.com/brand/thai-dragon