Malaysia Kitchen hit the road with Dhruv Baker
‘Malaysia Kitchen’ have teamed up with Dhruv Baker, winner of MasterChef 2010, for a tour of Wing Yip, the nation’s favourite Oriental Supermarket chain. As a presenter on Waitrose TV and columnist for Waitrose Food and Waitrose Weekend magazine, Dhruv is well placed to introduce and create delicious Malaysian food at home to the UK public.
Appearing at each of the Wing Yip Superstores in Birmingham (19th & 20th January), Manchester (26th & 27th January), Cricklewood (2nd & 3rd February) and Croydon (16th & 17th February) Dhruv and the Malaysia Kitchen team will be treating shoppers to a whole day of interactive cooking demonstrations and taster sessions. Dhruv will also be on hand to talk about what he enjoys about Malaysian food.
Asian food is already a familiar part of the UK’s cuisine having grown by 9% in 2011 alone.
Keynote research predicts that the ethnic foods industry will continue rising achieving growth of 45.1% between 2012 and 2016. Major multiples and specialist independents have already experienced this increase, often achieving double digit growth year on year and are keen to see it continue.
Malaysian cuisine has generated wide interest and tipped to be one of the break-out stars of ethnic food in 2013 with an ever increasing number of Malaysian products available in Wing Yip and other supermarkets, along with more Malaysian restaurants opening up across the UK.
Dhruv Baker agrees, saying ‘Malaysian food takes the best flavours from Indian, Chinese and traditional Malay food and merges them into something better than the sum of its parts. The result is an amazingly vibrant, delicious and varied cuisine.’
Customers at Wing Yip will be able to sample these delicious flavours for themselves and with Dhruv cooking them, what could be better?
Using a range of products available to buy at Wing Yip, Dhruv will be demonstrating how to simply create four delicious Malaysian dishes – Chicken Rendang, Curry Laksa, Nasi Goreng and Kway Teow Goreng.
Products being promoted and demonstrated by Dhruv include Dollee Chicken Rendang paste, Laksa Paste, Adabi Bihun Goreng Paste, Adabi Nasi Goreng Paste, Wing Yip Fried Shallots, Dollee Crispy Prawn Chilli, Adabi Kicap Manis, Lingham’s Chilli Sauces and other Malaysian treats.
With consumers leading increasingly busy lives, these pastes are an ideal solution for a quick meal that doesn’t compromise on taste. The products are not only delicious, they are great value.
Oriental supermarket Wing Yip are promoting Malaysian products having also seen a significant increase in the interest surrounding Malaysian food with a clear increase in sales figures, number of products stocked and consumer enquiries and requests.
A spokesperson for Malaysia Kitchen, the campaign to promote Malaysian food in the UK, states that this growth is due largely to the UK consumers desire to retain excitement at meal time, without the expense of dining out.
Innovation in Malaysian product development can be seen in the new ranges that include meal kits and pastes. These simple options mean that it is possible for far more people to discover Malaysian foods and sample the fusion of flavours the cuisine can offer.
Trade Commissioner of the Malaysia External Trade Development Corporation (MATRADE), Mr Raja Badrulnizam Raja Kamalzaman, is very pleased that more and more people are discovering what traditional Malaysian food has to offer. Outlining the objectives of the Malaysia Kitchen campaign, he states: “What sets Malaysian dishes apart, and what Malaysian Kitchen is working to establish in the mind of the UK consumer, is the absolute authenticity of ingredients and influences that contribute to the cuisine’s rich and varied heritage”.