Erik ten Hag insists players are eager to join Manchester United again after targets expressed "reservations" last year.
United ended their trophy drought with the League Cup in February, are three wins away from securing qualification for the Champions League and take on Manchester City in the FA Cup final on June 3.
Ten Hag has identified Tottenham talisman Harry Kane as his prime striker target and also wants a midfielder, having endorsed approaches for Frenkie de Jong or Jude Bellingham. United have also held discussions with Bayer Leverkusen right-back Jeremie Frimpong, admire Anderlecht goalkeeper Bart Verbruggen and could be in the market for a centre half.
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After finishing sixth and trophyless in a fraught 2021-22 campaign which included the sacking of manager Ole Gunnar Solskjaer after 12 Premier League games, United's stock plummeted in the transfer market.
Finishing outside the top four scuppered any lingering chance United had of signing Erling Haaland and Kalvin Phillips also opted to join Manchester City.
De Jong publicly outlined his intention to stay at Barcelona even though United had had an €85million offer accepted. High-ranking United sources say De Jong privately informed Ten Hag he was prepared to sign for the club if Barcelona addressed his wage deferral.
United's move for Adrien Rabiot collapsed over monetary demands made by the Juventus midfielder's mother, Veronique, while United ended interest in a player, believed to be Benjamin Sesko, after they were quoted almost double the fee RB Leipzig paid to Red Bull Salzburg.
Ten Hag signed Lisandro Martinez and Antony, whom he had coached at Ajax, and Tyrell Malacia, having been impressed by his performance for Feyenoord against Ajax. Christian Eriksen also trained with Ajax at the start of 2022 when Ten Hag was still in charge.
Casemiro was the only exception to United's market activity and the club only proceeded with that £70million move after the 4-0 thrashing at Brentford on August 13. The funds that had been reserved for De Jong were instead invested in Casemiro.
"I see a big difference in comparison with last year," Ten Hag said. "There were a lot of reservations last year when I spoke with players and now many players see the project, what's going on, the dynamic and the ambition in this project, the quality especially. They are really keen to come, I've noticed that.
"It looks like there were a lot of reservations last year, a lot of doubts when we approached players. This year, many quality players really want to come."
Ten Hag stressed United have to continue rebuilding their squad, with the club conscious there have to be more outgoings than incomings to meet the Premier League's profitability and sustainability rules.
Harry Maguire, Eric Bailly, Alex Telles and Anthony Martial are among the senior squad figures United have provisionally planned to sell.
"Expectations are higher but also we have to acknowledge where we were last season and the last seasons," Ten Hag added. "We have to rebuild and reconstruct.
"We are in that process and in the right direction. You can see that in the way we play, we are more proactive. You can see it in how we won already one trophy, we are in another final. I think we are in the right direction and we're also in the top four at the moment and we have to stay there.
"Of course, we have to get better every day, we have to work and improve. That is the demand on everyone at this club, the staff and the players especially, but also anyone else."
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