New Vegetarian ‘Fish’ Sauce from Thai Taste to target flexitarian cooks who love authentic Thai cuisine

Hot on the heels of the launch of a packaging redesign and new meal kit flavour variant, Thai Taste is delighted to announce the addition of a Vegetarian ‘Fish’ Sauce (Nam Pla Jey) to their range of authentic Thai products.

Thai cuisine is famous for including sweet, sour, spicy, bitter and salty flavours, all in one dish.  Essential in Thai cooking and other world cuisines, Fish Sauce can be added to almost every dish to provide the salty element, which is why it is an indispensable ingredient when it comes to creating authentic Thai flavours.  Equally, when it comes to accompaniments, a meal in Thailand isn’t complete without a small dish of Prik Nam Pla (Chilli Fish Sauce) served alongside.  But what do you do if you’re vegetarian?

There are over 3m vegetarians and/or vegans in the UK today, but a much larger number are buying into the trend as life-stylers.  16-34yr olds are more influenced by vegetarian and vegan lifestyles and also tend to be more adventurous in what they cook, due to the popularity of long-haul travel and the growth of Thai flavours in OOH cuisine.

Thai Taste’s new vegetarian and vegan friendly ‘Fish’ sauce is made from seaweed, enabling this important demographic of shoppers to now enjoy authentic Thai flavours when cooking at home.

Seaweed is well known for its health benefits; being rich in vitamins and minerals, such as calcium, iodine, iron, protein and vitamin C.  Thai Taste’s Vegetarian ‘Fish’ sauce is made from natural ingredients, with no artificial colours, flavourings or preservatives.  It is also naturally gluten free.

Vegetarian Fish Sauce joins an existing range of Thai Taste cooking and dipping sauces, all favoured for their authentic flavours, including an authentic Fish Sauce (Nam Pla) made from sardines, Oyster Sauce (Nam Man Hot), Sweet Chilli Dipping Sauce (Nam Jim Kai), Great Taste award-winning Sriracha Hot Chilli Sauce (from the town of Sriracha) and Spicy Thai BBQ Sauce (Nam Jim BBQ Ros Ded).

Shoppers are increasingly looking for authenticity of product and provenance to dictate their buying choices, turning to trustworthy specialists, like Thai Taste, to guarantee consistency of flavour, every time.   With almost 20 years’ experience in bringing restaurant quality Thai cuisine to UK shoppers kitchens, Thai Taste is harnessing the power of social media to communicate and engage directly with its community of Thai cooks. The brand has nearly 27,000 followers across Instagram, Facebook and Twitter and is investing in these channels to share recipes, cooking tips and insights on Thai culture and cuisine.