Despite a GBP 1m marketing campaign with the Celebrity MasterChef winner Matt Dawson, the former rugby player starring, Mars Foods UK admits that PurAsia ethnic ‘gastrosexual’ meal kit show disappointing sales, thus have been pulled out.

As we wrote previously, two Indian, two Thai and two Chinese meal kits were launched as a trial in Tesco last autumn. It was supposed to be a perium brand which targeted predominantly active male audience aged 25 to 44, so called ‘gastrosexuals’, who love cooking and enjoy restraurant dishes easily prepared at home.

It was the first-ever new exclusive meal range lauched by Mars in Uk for the last 9 years.

«We have decided to withdraw PurAsia from the marketplace as we did not achieve the sales levels that we had planned,» shortly summarized the marketing director at Mars UK Paul Aikens.