Mars Food launches PurAsia spices range

Tag: china cupboard

PurAsia, a new brand in Asian cuisine, has been developed to inject excitement in to the £594.5m wet cooking sauce category and consists of a set of three blends of spices, herbs and pastes, perfectly assorted to help cooks recreate their favourite restaurant Asian meals at home in under thirty minutes.

The product comes in six mouth-watering varieties inspired by the authentic cuisine from India, Thailand and China.

PurAsia is also set to appeal to an emerging group of people called ‘Gastrosexuals’, who see cooking as an enjoyable and rewarding process.

Mars commissioned Future Foundation to investigate the motivations, lifestyle choices and cooking habits of consumers and found that Gastrosexuals tend to be upwardly mobile men, aged 25-44 who love cooking for family, friends and partners but also for the pleasure and satisfaction the cooking process brings to them.

The ‘Emergence of the Gastrosexual’ report indicated that while single men tend to create a meal for the potential seduction, men in relationships were likely to veer towards cooking as their contribution to the housework. The report found that men actually consider cooking to be a hobby rather than a chore and the more time they spent cooking the more they enjoy it.

The Future Foundation noted: “Cooking for this new generation of men isn’t simply a matter of refuelling; it’s an enjoyable experience, helps to form part of their identity and is something to be proud of. Indeed, women who cook for the same motivations and pleasures as men also have a place in the Gastrosexual phenomenon.”