Award-winning Indian food brand, Aagrah Foods, has announced that it has secured listings on Ocado.com, the world’s largest dedicated online supermarket, for eight of its hero products.
The food brand’s range of artisan, restaurant quality Indian cooking sauces are inspired by the award-winning, family-run Aagrah Restaurant Group. It is enjoying significant growth in the fast-moving world foods category as a result of the success of its premium Indian cooking sauces and accompaniments, each crafted to bring the true taste of Aagrah into homes nationwide.
The product line-up now listed on Ocado.com includes five of Aagrah Foods’ best-selling ‘Tarka Paste’ cooking sauces in Hydrabadi, Butter Chicken, Tikka Masala, Kashmiri Korma and Balti flavours (RRP £3.30/270g), as well as its classic Poppadoms (RRP £2.60/60g) and two Naan Bread variants (Plain and Garlic & Coriander, £2.50 per pack of two). All are now available online.
The partnership with Ocado Retail marks a major milestone for the company and comes at a time when demand for authentic Indian food continues to expand. The cooking sauces category overall is worth approximately £1.3bn1 with premium Indian cooking products in growth – driven by a rising interest in world cuisine and premium at-home dining.
“Restaurant-quality Indian cooking sauces are having a moment as increasingly discerning shoppers seek out authentic, premium-quality products that help them trade across from their favourite Indian restaurant and recreate those same dishes in their own homes” commented Shezad Aslam, managing director of Aagrah Foods.
Aagrah’s restaurant heritage and authentic recipes provide a strong point of difference in a crowded marketplace. The Ocado.com listing is the company’s third major UK retail listing; its growing retail presence also now sees it on the shelves nationally in Tesco and Morrisons, as well as in leading independent retailers and in the food halls of the Dobbies chain of garden centres, farm shops and online.
“Research2 shows that more than half of British consumers (54%) now cook from scratch more often which means there’s a growing opportunity for brands to inspire shoppers with authentic and exciting world food ingredients,” added Shezad. “We’re delighted to be working in partnership with Ocado Retail to further extend our reach and make some of our finest products more widely available to customers.”
Samantha Bateman, Buying Manager at Ocado Retail says: “Our customers love the chance to try new flavours and create delicious, authentic dishes at home, which is why the Aagrah Foods range is such an exciting addition to our offering.
“With five Aagrah Foods artisan curry sauces and three different accompaniments now available from Ocado.com, customers have even more choice when creating restaurant-standard meals with ease.”
1 Circana Value Sales, 2024
2 Mintel World Cuisines Report 2024
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