Asda’s Sirane bag scoops prestigious award

A chicken dish which uses an innovative Sirane cooking bag grabbed gold in a top industry award last night at a prestigious ceremony in London.

The product, nominated by Asda, took first place in the Best Packaging Innovation category at the Supermarket and Fish Awards 2012 at the London Hilton.

The UK supermarket giant’s Chicken Breast Fillet with Tikka Spiced Butter product uses the Sira-Cook™ Self-Seal™ bag, and the nomination followed butchers’ counter trials.

Asda now intends to introduce the product at all of its UK stores. Faccenda, which makes the product for Asda, will introduce a range of chicken dishes using the bag.

Three supermarket products were shortlisted for the final at the Park Lane hotel - the other two being Morrisons Traditional Beef Range and Sainsbury’s Shanghai Beef.

Simon Balderson, managing director, said: “Asda nominating a product which uses a Sirane cooking bag was great news – it shows how well they work. However, for it to win is just a terrific endorsement for an innovation we are very proud of.

“Innovation is the foundation on which Sirane as a company has been built, and it is great to see our most innovative products being recognised by the industry as a whole.”

Sirane has a range of cooking bags including the Sira-Cook™ Self-Seal™ and Si-bag™.

Jeremy Haydn-Davies, sales director for food packaging, added: “The Sira-Cook™ Self-Seal™ bag would be suitable for many dishes. The bag can be bought over the counter and cooked straight in the oven with all the flavours and juices sealed within the bag.

“Following Asda’s triumph in the awards, we now expect to get significant interest.”

The awards were presented on the night by TV celebrity Gethin Jones.


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Retail packs now available for The Si-bag™

Sirane has already found significant interest in the Si-bag™ – a cook-in bag which allows flavours to be sealed in for simple, tasty cooking.

The Si-bag™ is a cook-in bag designed to be used safely in a conventional oven up to 200 degrees celsius, in a microwave - and even in a freezer for subsequent reheating and eating.

Since its launch earlier this year several large retailers have begun trials with the innovative bag, with a view to using the bag as an over-the-counter food bag. However, we’re also looking for retailers willing to stock the bag for sale in packs of 10.

Jeremy Haydn-Davies, director of sales for food packaging, said: “We’re finding interest growing in The Si-bag™.  The bag is a great product, which has so many uses - straight-to oven or microwave food doesn’t have to sacrifice on flavours.

“The Si-bag™ keeps all the flavours, it allows people to cook quickly and easily with fresh ingredients. Healthy eating and fast food can be combined. Whether it is fish, meat, vegetables or desserts, The Si-bag™ will create a sensational meal.”

The Si-bag™ has been developed by Sirane’s engineers and scientists. It is a bag made from very high temperature resistant film, which combines practicality with simplicity. The meal is sealed in using a fold-over flap and the bag becomes odour and leak-proof.

Simon Balderson, Sirane’s MD, said: “The Si-bag™ allows people to just buy the bag, and get creative themselves. People want tasty food, but they don’t always have the time. The Si-bag™ helps buy that time – minimum time for maximum flavours.

“We’re now looking for retailers willing to stock the bags which will be for sale in packs of 10.  Home users seem to love the simplicity of the Si-bag™.”

International packaging design, development and manufacturing company Sirane has also unveiled a new website – Enquiries from potential distributors and retail partners are welcome. The bag is also soon to be sold on Amazon in retail packs of 10.



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