Premier Foods, the UK’s largest food company, has signed a new deal for its Asian brand Sharwoods to fund Chinese Food in Minutes, a 13-episode cookery series to be broadcast on Wednesdays at 7.30pm on Channel Five.

In order to underpin this activity, the company plans to maximise the Chinese New Year occasion by refreshing its range of stir fry sauces and noodles with some new variants to encourage consumers to reappraise Chinese food and drive incremental sales. The total oriental launch support campaign is worth in excess of £2m and kicks off this month.

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