First major retailer launch for SpiceBox
Award-winning Indian food brand SpiceBox, has today launched the UK’s first ever organic certified Black Dal exclusively at Sainsbury’s, coinciding with Organic September. The first major retailer launch for the company will also see two other organic Dals from SpiceBox available in Sainsbury’s instore and online – Moong Dal (whole mung bean curry) and Tarka Dal (a red lentil curry).
Founded by Grace Regan, and now part of the What on Earth group, SpiceBox has earned a loyal following for its ready-to-eat Dal that honours traditional Indian recipes while meeting the demands of modern convenience. The new organic Black Dal is inspired by both the decadent restaurant-style Black Dal recipes that has become so popular in the UK and the lighter ‘home-style’ recipes found in home kitchens across North India. It strikes the perfect balance of tasting rich and creamy whilst remaining light and healthy, providing a new experience in the UK ready meal aisle.
SpiceBox uses whole urad beans, painstakingly sourced from a certified organic farm in India for superior flavour and texture. As part of an ultra-slow process, SpiceBox soaks the lentils for 14 hours and then cooks the ingredients overnight in small batches at their London-based manufacturing facility. This 30-hour process results in a deeply flavoured, nutrient-rich dal that is high in fibre and a source of protein*.
Grace Regan, SpiceBox founder, said: “We believe convenience shouldn’t come at the cost of quality or tradition, ready meals can be every bit as nourishing and delicious as home-cooked food.
“The development of our Black Dal has been a true labour of love and over a year in the making but we’ve managed to produce an incredible ready meal that is healthy, organic, and, most importantly, delicious! We are so excited to finally launch it into the world and continue our mission to make it easier than ever for people to eat more organic pulses.”
The new organic Black Dal joins SpiceBox’s growing retail range, which already includes its award-winning organic Tarka Dal and Moong Dal, and continues the brand’s mission to put sustainable and nutritious meals on supermarket shelves.
Commenting on the launch, What on Earth founder Ros Heathcote added: “Grace and the team have worked incredibly hard to relaunch SpiceBox with a renewed focus on organic ingredients and slow-cooked quality. The new Black Dal is a real celebration of flavour, craft and integrity, and we couldn’t be more excited to bring it to supermarket shelves and into the homes of people across the UK.”
SpiceBox’s organic Black Dal, Moong Dal and Tarka Dal will be available in Sainsbury’s stores and online nationwide from 17th September, retailing at £5 each.
*Protein supports the growth and maintenance of muscle mass
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