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Blue Dragon, our international brand which helps people recreate authentic east Asian dishes at home, grew revenues (net sales value) 10% year-on-year in the UK and recorded strong, double-digit year-on-year performances across several other markets worldwide.
Founded in 1977, Blue Dragon offers an expanding range of authentic pan-Asian products and ingredients through a combination of in-house manufacture and a large network of long-standing Far Eastern suppliers.
In the US, a key strategic market, Blue Dragon grew revenues by over 30% this year and is increasing its presence in key mainstream retailers such as Walmart, Albertsons, Kroger and Publix, while it recently became the number three pan-Asian brand in Canada.
In the UK, Blue Dragon had grown its market share to more than 17% at the year end and is the largest pan-Asian ambient grocery brand. Building on strong existing customer relationships, this growth has been driven by deep category insights and a very strong pipeline of innovation, including the recent launch of the very popular Blue Dragon Chilli Crunch.
Across its ranges this year, Blue Dragon launched 15 new products with Tesco and introduced a variety of new formats to supermarkets, including a branded stir fry meal deal with Morrisons, a chilled ready meal at Tesco and frozen propositions across several retailers.
Other innovations included a new range of ‘condiments with a kick’ to complement Blue Dragon’s leading iconic sweet chilli sauce and a range of ready-to-eat microwavable meals.
These initiatives were supported with a TV advertising campaign, as well as by a variety of social media campaigns and the use of influencers.
This focus on innovation is a key part of ABF’s strategy to drive category growth and build market share in our portfolio of international brands.
growth in US revenues
Revenue (£m)