Leading fresh prepared food provider, Bakkavor, is proud to announce the launch of a new “cheeky and deliciously disruptive” brand of premium chilled Indian dishes called Pinch.
The range aims to capitalise on the increasing consumer demand for restaurant-inspired meal solutions and is available exclusively at Tesco, launching in selected Tesco stores and online from 13 May.
Claire Martino, Head of the Pinch brand at Bakkavor said: “Pinch is born to disrupt and be daring. The brand’s bold packaging will shake up the chilled meals aisle, and its delicious dishes will take consumers on a fresh and vibrant adventure.”
The Pinch brand includes six main courses (RRP £4.50) which are inspired by some of the country’s favourite modern Indian restaurants, and take street food, fusion and experimentation cues and bring them to the retail market, offering shoppers a completely new eating experience in the Indian chilled meals space. Main dishes include Pan Poppin’ Chicken Pasanda & Nutty Pilau Rice; Sizzle & Spice Chicken Tikka & Bombay Potatoes; and Sensational Saag Paneer & Coconut Basmati Rice.
In a bid to be disruptive, targeting adventurous consumers looking for convenient, restaurant-quality meals at home, the Pinch range also includes two loaded naans (RRP £4.50): a Tangy Tastin’ Overloaded Lamb Keema Naan and a Flavour Flamin’ Overloaded Chicken Tikka Naan. Side dishes include Spiced Sweet Potato & Creamy Coconut Samosas (RRP £3.00); Bombaylicious Potato Bombs (RRP £3.00); Magic Masala Spiced Chips & Pink Velvet Dip (RRP £3.75) and Kickin’ Fried Chicken & Pink Velvet Dip (RRP £3.75).
Claire Martino, Head of the Pinch brand at Bakkavor, said: “In our food, we’ve pinched inspiration from the modern Indian restaurant scene and have created delicious dishes, adding daring pinches of spice that dance through every bite making each dish a deliciously cheeky adventure. Unapologetically bold and disruptively modern, Pinch doesn’t just serve up meals, Pinch serves up spice in every bite.”
She added: “We know that consumers are time-poor and are looking for convenient and exciting meals, but given the current financial pressures that shoppers are under, the out-of-home and takeaway market has become a more infrequent choice for shoppers. We developed the Pinch brand to bring modern Indian restaurant inspired flavours to a retail brand to deliver these trends.
“We want consumers to feel inspired and excited by the Pinch range, feeling confident they can get the same great quality, taste, convenience and variety of options from Pinch meals as they can from across the modern Indian restaurant scene.
“When considering our target consumer – millennials and families, insight indicated that this audience engage with and seek high quality branded items when shopping within the category, which is why we developed Pinch. The bold branding and packaging shape and colour stands out on shelf, alerting shoppers to this elevated chilled prepared range, disrupting consumers’ weekly repertoire.”
Available in selected Tesco stores and on Tesco.com from 13th May, the brand is launching on a Clubcard Price promotion to increase brand awareness and appeal to new audiences.
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