Tradition meets convenience in instant curriesThailand

THANKS to their combination of ingredients, Thai curry dishes are famous the world over for having a distinctive piquancy. Traditionally, Thais use only fresh ingredients, such as fresh-made coconut milk and curry paste -- of which there are five classical flavors: red, green, yellow, Masamun and Panang. Varied, zesty and very palatable -- each type of Thai curry has its own distinct flavor. As expected, the red curry derives its heat from a combination of red (ripe) bird's eye chilies and long red chilies mixed with a blend of spices powders and seeds, shallots and garlic as well as shrimp paste. Green curries might be made from same spice blend but use the equally hot green bird's eye chilies and other fresh green chilies. Yellow curry derives its color from turmeric in addition to a blend of spices and seasonings. Masamun is an aromatic blend that is reminiscent of Indian curry but is truly Thai since it is seasoned with shrimp paste. Ground roasted peanuts help to thicken a Panang curry blend, which is usually served with beef. Common to these five curry pastes are lemongrass and kaffir lime zest or leaf, which provide the tang that is so unique to Thai curries. Preparing a typical Thai curry is time consuming, and while some young cooks might turn to bottled curry pastes, these preparations often lack the authentic and special flavors of made-from-scratch curry mixtures. Yet there is a market for ready-made curry mixtures in Thailand. According to ACNielsen, the market for packaged food in Thailand was valued at about 130 million baht ($4.1 million) in 2006 ?this means an increase of 30% compared to 2005. In Thailand, conveniently packaged food products that meet the demands of modern consumers show very good growth prospects for the future, too. So it isn't at all surprising that Thai food manufacturer Ampol Food Processing has made a foray into the instant curry market. After all, Ampol is the established leader in UHT coconut milk in the country, and the launch of instant traditional Thai curry paste in aseptic cartons seems a logical product expansion. Homemade taste without the hassle Making its world debut under the brand name "Roi Thai" at the recent Thaifex ?World of Food Asia trade fair in Bangkok this May, the range of instant Thai curries includes green, yellow and red curries along with authentic Masamun curry and Panang curry. As an added convenience, coconut milk is already part of the blend and to make a traditional Thai curry, you only have to pour mixture into a pot and add vegetables, meat or seafood, heat and in a few minutes, the curry is ready to eat. The five classic Thai curries will be sold in Thailand first. However, plans are already being made to export the products and offer the pleasure of traditional Thai dishes worldwide. “We will use the distribution network which we have already built up for the successful international marketing of the 慍haokoh?coconut milk," Sopa says. Ampol is already considering bringing out other types of traditional Thai meal in aseptic carton packs Quality with convenience As an extra convenience, the instant curries range come in combiblocCompact 500 ml and combiblocSmall 250 ml. The carton packs preserve the quality as well as natural aroma and taste of the new Roi Thai products. Consumers can prepare their own delicious Thai curry meals within a matter of minutes ?which perfectly suits today's fast moving lifestyle. 揙ne of the main reasons we chose SIG Combibloc is that the company offers a good support in terms of innovation and service. Since the beginning we have worked closely together to develop the products," Sopa explains. “Thai consumers see carton packs as a modern and convenient form of packaging that is exceptionally easy to handle and from a dietary health point of view safeguards the nutritional content of a product better than for instance metal cans. SAdidas