Lee Kum Kee is firing up UK supermarkets with the launch of a bold new chilli sauce trio – WOW Chilli Sauces. Launched in Sainsbury’s stores across the UK, alongside Ocado, Amazon, and independent Asian retailers, the new sauces mark an exciting new direction for Lee Kum Kee, whose food heritage spans over 130 years. Known globally for its iconic Asian condiments, by expanding its portfolio with three new distinctive flavours, Lee Kum Kee is hoping to excite a new generation of flavour enthusiasts.
The newly launched WOW Chilli Sauces deliver an irresistible balance of sweet, tangy, nutty, and spicy flavours, offering UK shoppers an exciting way to elevate everyday meals. Whether drizzled over noodles, spicing up stir-fries, or as a dip for snacks, the WOW Chilli Sauces are a versatile addition to any kitchen:
- Makrut Lime Leaf Flavoured Chilli Sauce (135g): These leaves are known for their vibrant citrusy and floral aroma. They infuse well with the fruity chilli sauce, creating a unique and refreshing Thai twist. This combination is perfect for dipping with grilled meats or seafood.
- Yuzu Flavour Chilli Sauce (140g): The new chilli sauce captures the flavour and zest of the Yuzu fruit, refreshing your taste buds with its citrusy tang. It is ideal for dipping with any deep-fried foods.
- Sesame Chilli Sauce (140g): This blend of sesame and chili flavours adds a unique nutty, spicy twist to home cooking, elevating culinary creations to new heights. This delicious sauce is best paired with stir-fried noodles and can also be used as a salad dressing.
Elevating Everyday Dishes
Lee Kum Kee’s new WOW Chilli Sauce range answers the growing demand for high-quality chilli sauces with unique flavour profiles that stand out on crowded supermarket shelves. Perfect for adventurous foodies and home chefs, these sauces offer a fresh twist on traditional sweet chilli varieties, bringing vibrant heat and flavour to every bite.
Beyond Asian cuisine, these versatile sauces can be incorporated into a wide range of dishes from around the world—think fiery tacos, spicy pasta sauces, or even a bold twist on classic British fish and chips. The Lee Kum Kee team is also developing a range cocktail recipes featuring the WOW Chilli Sauces, showcasing their ability to add a touch of heat and complexity to a plethora of occasions.
A Bold Step into the Future
Lee Kum Kee has long been a leader in the market, driving innovation and pushing boundaries. With the introduction of three exciting new chilli-infused sauces, the brand is embracing a bold shift aimed at appealing to a younger audience, including Gen Z and Millennials. These fresh, fiery flavours are designed to capture the attention of a new generation of sauce enthusiasts and home chefs, while staying true to its heritage of delivering exceptional, authentic flavours.
With unique ingredients like Makrut Lime Leaf, Yuzu, and Sesame, the new products provide distinct tastes that enable customers to enhance everyday dishes with a fresh level of heat and flavour. By showcasing these unique ingredients, Lee Kum Kee hopes to connect with UK consumers who love exploring bold and adventurous flavours, encouraging them to embrace these exciting new chilli sauces.
Vagisha Mishra, Head of Brand and Digital at Lee Kum Kee (Europe) Limited, comments: “We’ve been thrilled by the response to our new chilli sauces. We’re proud of our heritage and are excited to introduce this new range to a wider audience. Our classic products are loved in the UK, and we hope to show that these sauces can enhance everyday dishes for home cooks and inspire more people to embrace the heat. We’re also delighted to have our new range stocked in Amazon, Ocado and Sainsbury’s, making it even easier for customers to experience these exciting new flavours.”
The new WOW Chilli Sauce range is now available at Sainsbury’s, independent Asian supermarkets, and online on Amazon and Ocado now, RRP £1.90.
Source: Lee Kum Kee
You must be logged in to post a comment Login