The total ambient Indian category has grown by 4.1% this year and continues to dominate the wider Ambient Ethnic food category, commanding a 37% share of spend. Expanding on its success in the Indian Chutneys category,* Geeta’s has developed NPD concepts reflecting key retail market dynamics and latest consumer trends.
Geeta’s new Spice Mixes are blended spices showcasing five regional varieties: Tandoori, Tikka, Rogan Josh, Dhansak, and Keralan. The range will appeal to the one in two Ambient Indian consumers who would like to see more sauces from particular regions of countries**. Tikka and Tandoori have recently been listed by Morrisons and is a strong indicator of the increasing demand amongst consumers for innovation within the world food category.
Geeta’s MD Anita Samtani, comments: “The ‘eating in’ trend continues to grow in popularity and curry is the fastest growing evening meal. Scratch cooking and ethnic product demand is on the rise and Geeta’s New Spice Mixes provides an involved, easy and convenient meal solution.
Building on the success of their curry pastes range launched last year in pouch format, Geeta’s has introduced a new line of authentic regional Cooking Sauces in 280g pouches that serve two. With the introduction of new pack formats and flavour combinations, Geeta’s continues to innovate and forge its position as one of the leading brands in Ambient Indian category.
Pouches are the fastest growing packaging format in Cooking sauces (+25%)*** as they address the growing proportion of smaller households looking for smaller pack sizes and want to reduce food wastage.
The eye-catching vibrant turquoise packaging of Geeta’s new brand look makes their products instantly recognisable as part of the brand’s distinct range of Indian chutneys, pickles, curry pastes and cooking sauces, helping to drive rate of sale with strong shelf stand-out.
* Geeta’s is the fastest growing Indian Chutney brand in the UK – (IRI MAT% Value Change w/e 26.04.2014)
** Mintel Cooking Sauces, Pasta Sauces and Stocks – UK – December 2013
*** Kantar Worldpanel February 2014
Geeta’s is distributed in the UK by
R. H. Amar & Co. Ltd
Tel: 01494 530200