BANG! Curry, the Brick Lane-inspired curry kits, has successfully secured a spot in Waitrose’s ‘BrandsNew’ cohort – a new innovation programme to identify and support exciting new FMCG brands to market.
Being selected for the initiative affirms BANG! Curry’s credibility and signals the retailer’s strong belief in the brand. Waitrose has a long track record of being the first major grocery retailer to list new brands and grow them to be familiar household names, with previous success stories including innocent, Charlie Bigham’s & Sipsmith.
Four of BANG! Curry’s award-winning Indian curry kits have been selected for the ‘BrandsNew’ programme: Madras, Tikka, Korma and Jalfrezi. This is the first time that BANG! Curry kits will be available to purchase from a nationwide retailer, following online sales success which has seen over 750,000 kits sold in the first five years and the brand established as the best-selling curry kit on Amazon.
Offering a fresh take on the market, these curry kits deliver an all-in-one solution for creating authentic curries – unlike anything else available. They mark a shift in the category, catering to consumers who want to embrace true scratch cooking.
Shelly Nuruzzaman, co-Founder of BANG! Curry, says: “The at-home Indian curry experience has been evolving for the past 70+ years in the UK. First came Patak’s in the 1950’s bringing curry to the masses with their ready-made sauces, which were simple to heat and consumers just needed to add protein.
“Then came The Spice Tailor, with wet sauce curry kits, followed by other ‘kit’ products in the 2000’s, becoming very popular because they improved the flavour profile, and invited the consumer to cook and handle actual spice ingredients.
“Now it’s us evolving the market with our dry, scratch curry kits, filling an unmet need for consumers wanting to go all the way and cook from scratch. Cooking with spices is complicated; there are so many different combinations and just the smallest tweak can result in a completely different flavour. We give consumers the ability to create fresh, delicious curry dishes at home, from scratch, but in a way that is straightforward and convenient.”
BANG! Curry is inspired by Shelly’s cherished childhood memories of cooking with her mother. Growing up in Brick Lane, East London, Shelly spent much of her childhood in the kitchen alongside her mum. Her mother’s mastery of spices and ability to create rich flavours fascinated her. The kitchen became a playground for Shelly, where she experimented with ingredients under her mother’s guidance. This early experience laid the foundation for BANG! Curry, a brand that provides curry kits designed to help people create authentic and healthy curries at home.
Unlike typical ready-made sauces, BANG! Curry kits maintain a healthy, all-natural composition, are vegan and allergen-free. The products perform exceptionally well in terms of HFSS (high fat, salt, sugar) scores compared to other curry kits and sauces, giving them a significant advantage in the market.
Each kit comes in a cardboard pouch containing the relevant spice mix, base mix and dry ingredients. Based on an easy 1-2-3 process – ‘Prep It’, ‘Spice It’, ‘Cook It’ – the kits simplify the cooking process. On the back of each pack are recipe tips from Shelly Nuruzzaman along with a QR code, taking consumers through to recipes and ‘how to’ videos.
Steve Matthews, Branded Innovation Coordinator at Waitrose, says: “Consumers can find some of the most innovative and exciting names in food today within our BrandsNew initiative. We have always prided ourselves on offering our customers something different and high-quality. BANG! Curry is changing the scene of World Foods and we’re exciting to have them on the shelves.”
BANG! Curry kits are now available in Waitrose stores nationwide and online as part of the retailer’s ‘BrandsNew’ programme. The kits are on an introductory offer of £1.80, with a usual RRP of £2.25.
For further information on the range please visit https://bangcurry.com/
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