World foods and category expert Golden Acre Foods is relaunching Ashoka, one of the UK’s most trusted South Asian and ethnic food brands, with a fresh new look and a clear message: Made for Desis, by Desis1.
With decades of loyalty among South Asian communities and a growing footprint in mainstream retail such as Tesco , Ashoka is entering a new phase designed to drive better shelf standout, deepen cultural resonance and expand its appeal among younger shoppers.
The refresh includes a more premium, unified packaging across Ashoka’s frozen, ambient and pickle ranges which reflects the bold, flavourful experience inside, while reinforcing Ashoka’s updated positioning.
“This isn’t just a facelift,” comments Rebecca Cutter, Marketing Director at Golden Acre Foods. “Ashoka has always been a category leader and all about flavour and authenticity. The new look helps us to tell that story more clearly and helps to better connect with a new generation of shoppers.”
Ashoka’s relaunch is backed by a nationwide integrated marketing campaign with activity planned across TV, OTT platforms, YouTube and other digital media, retail and outdoor. The focus is on areas with strong South Asian communities and the goal is to drive awareness, trial and repeat purchase.
Activity includes:
- Big reach: TV, YouTube, and outdoor ads
- Cultural relevance: Messaging tied to food rituals and festivals
- Retail support: In-store and online activation to boost visibility and sales
- Community engagement: Diaspora-led content, influencers, and UGC
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Trial: Sampling and recipe content to drive trial
Ashoka’s range, which spans handmade parathas and samosas to ready to eat biryanis, meal kits, pickles and chutneys, continues to deliver bold and authentic taste and flavours, now with a refreshed look that is ready to lead growth in the ethnic and world foods aisle.
1In the UK, “Desi” is a term referring to a person who comes from or whose family comes from India, Pakistan, or Bangladesh but who lives in another country.
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