Waitrose Explores Asian Fusion

Waitrose asian 4Taking inspiration from the Asian cuisine, British retailer Waitrose has created a new line of Private Brand products designed to evoke a trip across the continent, capturing some of the best dishes it has to offer.

This fragrant and flavorsome collection of dishes originates from countries such as Thailand, Malaysia and Indonesia allowing shoppers to enjoy a taste of the East. The Asian style of cooking is very clean and fresh and the range from Waitrose is no different. Using many specialist ingredients such as pandan leaves, sweet basil, galangal and tamarind, Waitrose have sourced the best quality ingredients allowing shoppers to enjoy the unique flavours the cuisine has to offer.

Waitrose asian 3As they would be in Asia, all of the ingredients are carefully selected to ensure the dishes deliver on quality and flavour. All of the beef, pork and chicken is British and our fish comes from sustainable sources. The chicken dishes use thigh meat, which is traditionally used in Asian cuisines.

The range has 15 delicious new products, including sharing snacks, fragrant curries, noodle dishes and traditional rice sides. The Asian cuisine is extremely popular at the moment as shoppers are keen to try out dishes after gathering ideas and inspiration from restaurants and holidays.

Waitrose asian 2The Asian Fusion range is extremely easy to serve, with little or no prep involved. They are a quick and easy option during the week, but could also be a great alternative to the traditional Friday night take away. They could even be used to impress guests at parties by serving them an authentic Asian banquet.

A highlight from the range is the Waitrose Beef Rendang, which is a traditional dish from Indonesia. The tender beef is cooked with onions, tomato, galangal & lemon grass, and finished with a sprinkle of toasted coconut to produce a rich and fragrant curry.

Other highlights include an Herb Battered Hake and Beef Bo Kho. The Herb Battered Hake is a fusion of Waitrose asian 1Chinese and Malay cuisine known as Nyonya, it’s a vibrant & zesty hake fillet in a crispy batter with a sweet ginger & lemon grass dressing, peppers & mange tout. The Beef Bo Kho is from Vietnam, it is succulent & aromatic with flat rice noodles, braised beef, star anise, cinnamon & clove, topped with spring greens & red onion pickle.

The Asian Fusion range will be available from Waitrose.com and all Waitrose stores.

Full range details:

Meals to share

  • Waitrose Beef Rendang £3.79
  • Waitrose Chicken Penang £3.79
  • Waitrose Malay Chicken £3.79
  • Waitrose Chicken Massaman Curry £3.79
  • Waitrose Butternut Squash Curry £3.79
  • Waitrose Herb Battered Hake £3.99

Noodle dishes

  • Waitrose Beef Bo Kho £3.99
  • Waitrose Chicken Pad Thai £3.99
  • Waitrose Prawn Krapow £3.99
  • Waitrose Chicken & Prawn Laksa £3.99
  • Waitrose Thai Basil Pork Meatballs £3.99

Rice dishes

  • Waitrose Coconut Rice £1.89
  • Waitrose Jasmine Rice £1.89

Snacking

  • Waitrose Red Thai Spiced Chicken Parcels 6s £2.99
  • Waitrose Vegetable Curry Puffs 6s £2.99


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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.