In Malaysia, food truck has evolved from something of a fad, serving hot food to hungry revelers, to a useful marketing tool for brands like Mission Food and PepsiCo’s Quaker. Companies usually use food truck for free product sampling but Mission Food is doing something different this time. The truck will be serving “Adam Liaw’s recipes like Laksa Fried Chicken Wrap with Pineapple Salsa, Beef Bulgogi Kimchi Wrap, Coconut Prawn Wrap with Spicy Tamarind Mayonnaise, Lamb Shank Rendang with Sweet Radish Achar, and Roast Carrot Hummus with Avocado Wrap. Prices range from RM6.99 to RM7.99 (not inclusive of GST).” Adam Liaw was the winner of Masterchef Australia in 2010.
The Little Red Food Truck will be selling the wraps, not giving them out for free like what the company did in 2013 when the wrap was first launched in the country. The Little Red Food Truck will be giving consumers the opportunity to savour Masterchef-created wraps and learn more about the different recipes they can try at home. The truck will start making its round in the Klang Valley from 15 June 2015.
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| Giving out free wraps from August 19 to September 13, 2013. |
