The company recently linked up with internet portal Yahoo Hong Kong to launch a web-based recipe-on-demand service.
The recipes are available for download at http://hk.yahoo. com/promotions/lkk/ via PC or PDA. Consumers can also download information from PDAs while shopping.
Steve Tsui, corporate marketing director at Lee Kum Kee, said the company, which was set up over a century ago, is a traditional, family-owned business.
"We have a long history as a family-run operation and today the business is run by the fourth generation. Our products are sold in up to 60 countries. But even as a traditional company, we are progressing with technology and are always looking for new commitment channels to reach consumers."
Lee Kum Kee, which has traditionally targeted housewives, will now focus on the new generation of young adults.
"Our consumer research shows that housewives are no longer just at home full-time, but are balancing work and home responsibilities. They are willing to try new ways of cooking and are open to suggestions, particularly before they leave the office. We found they were willing to receive recipes at work which would help them decide what to cook for their families in the evening, said Tsui.
Users of the service will also be able to submit their own recipes - which must include one of Lee Kum Kee's sauces in the ingredients - to win prizes.
Tsui said the original Lee Kum Kee website at www. lkk.com was launched three years ago, however, this is the company's first online promotion.
"We've had the site for three years, but actually we didn't do enough with it. This promotion is the first in our online series, said Tsui.
