Leading premium Indian brand Geeta’s Foods has announced its new range of Curry Pastes has been launched in Tesco and in Waitrose.
Having identified a clear gap in the market for a range of premium Indian Curry Pastes, and priced at an accessible 99p to serve two, the range consists of Britain’s six favourite Indian varieties that account for over 75% of all Indian sauce sales – Mild Curry Paste, Korma, Tikka Masala, Balti, Rogan Josh and Madras.
The range delivers on authenticity, convenience and taste – values integral to the Geeta’s brand. The launch is set to add much-needed value to the category, which has been static in recent times [IRI Grocery Outlets, January 2013], and with a new 80g pouch format, it also delivers on packaging innovation.
Launched in vibrant new turquoise packaging, which has been rolled out across the full range of Geeta’s Foods products, the new look is set to drive brand awareness, strengthen brand identity and increase shelf stand out. The new range also meets consumer demand for smaller pack sizes that reduce wastage [Kantar Worldpanel Lifestyle Survey, April 2012].
The Curry Pastes launch and brand re-design marks the brand’s 20th anniversary and is being supported by a major media campaign including PR and advertising, sampling activity and on-pack promotions.