Amoy is bidding to appeal to new consumers with the launch of gluten-free Straight to Wok Ribbon Rice Noodles. The product, available in 2 x 150g packets, is the first gluten-free noodle in the Amoy range. It is designed to be a lighter style of noodle that also satisfies consumer demand for gluten-free products. Amoy hopes that it will help grow the £229m ambient Oriental category which grew 3.8% year on year (Nielsen MAT 52 weeks ending February 19, 2011).

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