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Strong growth in the single-serve entrée and appetizer segments for Asian Food drives a 4.2% category gain – and sets off a string of innovative new product intros.

Dollar sales of frozen Asian foods climbed 4.2% during the 52 weeks ended Jan. 19 (versus the same period a year ago) to $1.4 billion across channels, reports Chicago-based market research firm IRI (iriworldwide.com). While sales of multi-serve Asian entrees were flat (-0.1% to $391 million), both single-serves (+6.1% to $710 million) and snacks and apps (+5.8% to $280 million) saw significant growth.

Thanks to rising demand for authentic ethnic fare, especially products that also offer on-trend better-for-you attributes, “Asian foods and flavors are becoming increasingly popular and more and more mainstream,” says Brian Lee, associate brand manager for P.F. Chang’s Home Menu (pfchangshomemenu.com), part of the Conagra portfolio. He cites a recent study from NPD Group that found consumers are eating more Asian food in restaurants (+13%) and at home (+7%), which is creating a need for more convenient, better quality frozen Asian foods.

‘ELEVATED’ RAMEN HITS FREEZERS

P.F. Chang’s Home Menu brings a little excitement to the frozen Asian apps category with its new dippable Tempura Vegetables.

Building on the success of its 2019 launch of Meal for 2 Ramens, the Chicago-based company is rolling out four Single-Serve Ramen Bowls ready to eat in 3 minutes (consumers just add water and microwave). Since 2016, says Lee, ramen’s appearance on restaurant menus has jumped 61%, significantly elevating consumer expectations around the dish.

Ontario, Calif.-based Ajinomoto Foods North America is also expanding its frozen ramen assortment, adding a Vietnamese Style Pho variety to its single-serve Ling Ling (ling-ling. com) lineup. The company also offers several noodle-based meals under its Tai Pei brand (taipeifood.com), including new additions Spicy Korean Style Noodles with Chicken and Vegetable Lo Mein.

Another new noodle-based dish comes from Stamford, Conn.- based Saffron Road (saffronroad.com), which is rolling out Thai Basil Beef Noodles as well as Thai Red Curry. “Thai items have performed very well for us and are one of the fastest-growing segments of our portfolio,” reports executive VP Jack Acree.

Other non-Chinese Asian cuisines are also gaining momentum, most notably Korean. To give consumers more convenient at-home options, Seattle-based Suji’s Korean Cuisine (sujiskorean.com) is launching a handheld version of its Korean Street Tacos. Originally offered in kit form, the ready-to-heat product is now faster and easier to prepare, says founder and “chief inspirational officer” Suji Park. It will be offered in both single-serve (two-taco) and multi-serve (four-taco) formats.

Another new addition to the multi-serve segment – Crispy Mango Chicken – comes from Tukwila, Wash.- based InnovAsian (innovasiancuisine.com). “Unlike other mango flavors on the market, ours is fruit-forward with a delicious, tangy and sweet combination that delivers authentic fresh mango flavor,” says brand manager-consumer brands Peter Strnad. He adds that there are a lot of macro trends impacting the category, “But the frozen Asian foods consumer still values taste above all else.”

That said, better-for-you attributes are probably a close second. “Consumers want delicious tasting products that fit their dietary needs, whether plant-based, keto or whatever,” says Park. On the plant-based side, Moss Landing, Calif.-based Sweet Earth Foods (sweetearthfoods.com), part of the Nestlé portfolio of brands, just debuted a pair of protein- and fiber-rich Entrée Bowls (made with 70% organic ingredients) featuring plant-based meats: Mongolian Beefless with Awesome Grounds and Kung Pao Chik’n. Meanwhile, Kraft Heinz-owned Primal Kitchen (primalkitchen.com), Oxnard, Calif., rolled out a Paleo- and Whole30-friendly No-Soy Chicken Teriyaki skillet meal.

NEW ASIAN FOOD ENTRIES CREATE EXCITEMENT IN APPS

InnovAsian adds “fruit-forward” Crispy Mango Chicken to its multi-serve lineup.

Despite all the activity in the meals segment, there’s also plenty of news in the Asian Food snacks and apps arena. “Programs are moving from three or four items to 10-plus – or even 15 in the case of one of our customers,” reports Al Greenwood, vp of sales for Astoria, N.Y.-based private label supplier Water Lilies Food (waterliliesfood.com). Family-sized offerings of potstickers and dumplings have been surprisingly effective, he says, “And bao buns and vegan products look to be the next wave of new items.”

On the leading edge of the latter trend, Tualtin, Ore.- based Lucky Foods (luckyfood.com) is launching vegan Korean Style Pancakes this spring, reports brand manager Megan Benson-Rolerkite. Traditionally served as an appetizer or snack rather than a breakfast food, the fully cooked, heat-and-serve pancakes come in both Veggie and Kimchi flavors. “They’re a staple in Korean households, and we think they will be a huge success in the U.S. market as well,” she adds.

P.F. Chang’s is also bringing a unique new entry to the frozen Asian appetizers segment, more than 90% of which is currently represented by two products (egg rolls and dumplings). “Our restaurant-quality Tempura Vegetables represent an opportunity to drive growth by bringing something new and trendy to the category,” says Lee, citing a four-year menu growth rate in excess of 20%. Whether eaten alone or with a bold dipping sauce, “[Batter-dipped] tempura veggies provide a more tempting way to eat vegetables.” Available flavors include Kung Pao Cauliflower and Crispy Green Beans.

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