Asian Ethnic…Now for Everyone (3/4)

This year, the Bowl and Roll Combos entered the refrigerated deli case. Now that Kahiki is able to offer extended shelflife on these items (appetizer products also were included), flavor selections are similar to the frozen line, with some new profiles added. Another product line, the individually wrapped Egg Rolls to Go [TM], is designed for the deli, frozen food and vending markets. Hoover says, given the company's roots in the restaurant industry, "we've chosen not to move to a sweeter palate or more Americanized version. Diners expect dishes to be spicier." What's Working? Egg rolls, one of the first hand-held foods in the U.S., continue to be extremely successful, and the old-school Chinese/Asian sweet or sweet and sour-based dishes also continue to be popular. But ethnic dishes that are more complex, such as Kung Pao Chicken, are being well received. Building on this concept, sweet and spicy dishes will translate nicely in prepared applications. One flavor that could use more exposure is curry. Except in Britain (due to its colonial relationship with India), Indian curry has not been very popular on the mainstream table. Ever the challenge with its differences in flavor and form (Indian is dry; red and green Thai is wet), the public may need to become better acquainted with its unique and potent flavor profile. Interestingly, as more ethnic ingredients are imported--such as lemongrass, cilantro (more unique to Asian than Latin American cooking), fish sauces and the like--new industries have been created in the U.S. For example, oyster and shiitake mushrooms now are grown here at home. Standing Up to the Product Development Challenge No evaluation of this category would be complete without considering formulation challenges. Asian prepared foods can be tricky. With a predominance of stir-fry cooking, the product must deliver a vibrant look and appealing crunchiness, particularly for frozen or ESL applications. Moisture migration between ingredients can affect formulation. Ingredient sourcing can be uneven. Some items are not commercially available in large volume; others lack product specs or nutritional info. Even tracing the product back to the original supplier to comply with safety regulations can be a nightmare. However, on the plus side, this style of cooking has the benefit of various prepared sauces, each with its own range of components-such as oyster sauce (as popular in some Asian countries as ketchup is in the U.S.) and hoisin sauce. The finished product then becomes the essential ingredient in the dish. Prepare to be Excited What flavors and trends will stimulate the future of American palates? McCormick Co., marketers of a broad range of dry spices/ spice mixes to consumers, addressed this query in their report, 2003 McCormick Flavor Forecast. Tellingly, Asian flavors comprised seven out of 12 ingredients to watch: chile peppers, cinnamon, coriander/cilantro, lemongrass, sesame, turmeric and wasabi. (The others were bay leaf, mustard, pepper, sea salt and vanilla.) Americans are ready to experience bolder and more exciting flavor combinations, whether dining out or eating in. Other significant trends included discovering regional ethnic cuisines, and varying degrees of heat in spicy but flavor-packed combinations. In addressing where the Asian prepared foods category is heading, an explosion into more regional foods is evident--and we will be learning as we go. The name of a dish, such as Shrimp Bangkok, will tell us more about its origins than we realize. It becomes a marker--a means of identifying the food and customs of a town or region where it originated. These foods and dishes will become "cuisine from Asia," not "Asian cuisine." Asian ingredients are playing a major role in this category's growth, for they already are merging into and influencing other cuisines.