General Mills plans £4m launch into ethnic foods

Food manufacturer General Mills could launch a wider assault on the “ethnic food” market in the UK if the £4m Wanchai Ferry oriental brand launch is a success.

The manufacturer is aiming to achieve sales in excess of £8m within a year of the brand’s launch this week, which it claims is the “biggest branded entry into the oriental category in five years”.

Marketing director Ed Culf says that the “ethnic food” market is an “exciting part of the store” as consumers, who are travelling more widely around the world, seek to expand their weekly home menus.

A TV spot created by Saatchi & Saatchi launched this week with the endline “Master the art of Chinese cuisine”. The campaign will also feature in press and online and has been planned and bought by General Mills’ media agency Universal McCann.

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