Geeta’s, the UK’s no.1 mango chutney brand*, has launched three new cooking sauces and two new naan breads into Tesco, Sainsbury’s and Morrisons from July 2026, targeting competitors Patak’s and Sharwood’s in the UK category worth £300m. The launch marks Geeta’s move from side dish to the main plate.
Geeta’s punchy NPD aims to spark volume growth in the declining Indian category. Where competitors have often dominated with claims of ‘restaurant quality’ and convenience, Geeta’s is turning to authenticity and flavour that has been developed with craft, care and time. The commercial case is backed by a track record of consistent category outperformance, +10.2% value growth versus the category (Nielsen, December 2025), Grocer Gold Award 2025, and no.1 ratings by consumers across world foods and traditional chutney fixtures.
Injecting excitement into a flatlining category
Indian cooking sauces and naan breads sit at the heart of the UK’s curry night, accounting for almost half of all world food sales, worth £190m. However, this can’t distract from the fact that the category is in decline as consumers experiment with other Eastern Asian cooking.
Geeta’s has identified a consumer opportunity to revive the category by delivering real Indian spices and flavours to the homes of consumers on curry night and beyond. Half of UK adults now believe a world cuisine meal prepared at home can feel as special as a restaurant or takeaway (Mintel, 2025), which is a shift accelerated by the ever-climbing cost of living.
While Geeta’s competitors continue the fight to win a ‘restaurant quality’ positioning, the UK’s favoured brand is taking a new path, highlighting the care, attention, and experience that bring authentic Indian tastes to kitchens at home.
“Taking time to do things properly is the craft of great flavour, and you can taste the difference. We’ve always believed that the best flavour in life takes time, and that patience is something you can taste. Our cooking sauces and naan breads are made with authentic methods and the best ingredients, the standard across all Geeta’s products. These new products provide a genuine, full-flavour twist on the classic curry night favourites.”
Sam MacNamara, Marketing Director, Geeta’s
Category invigoration starts with smart marketing
Launching these new products marks a new era for Geeta’s, moving from being a steady presence on the supermarket shelf to a powerhouse category invigorator. Alongside their NPD, the brand is also launching a widespread campaign.
The campaign is designed to continue driving overall brand awareness as we head into the autumn – peak curry season – ahead of April 2027 range reviews. The creative platform leads with Geeta’s challenger brand positioning, differentiating the brand from its established competitors, and elevating it to a new space of category ownership.
Geeta’s full new range
Cooking sauces
- Tikka Masala, 340g, RRP £3.50 – available in-store and online at Tesco from July 2026; Sainsbury’s from 09th August 2026.
- Korma, 340g, RRP £3.50 – available in-store and online at Tesco from July 2026; Sainsbury’s from 09th August 2026.
- Butter Chicken, 340g, RRP £3.50 – Available in-store and online at Sainsbury’s from 09th August 2026.
Naan breads
- Plain Naan with Kalonji Seeds, 2-pack, 130g, RRP £2.50 – Available in-store and online soon at Morrisons.
- Garlic & Coriander Naan, 2-pack, 135g, RRP £2.50 – Available in-store and online at Tesco from July 2026; coming soon to Morrisons.
*37% branded value share. Circana 52 week ending 21.03.26.
For more information, please visit Geeta’s – The Real Flavour of India – Geetas UK (geetasfoods.com) or contact patrick@pamlloyd.com.
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