Geeta’s, the UK’s number one premium Indian chutney brand*, is building on its brand heritage and Britain’s ever-increasing love of ethnic flavours with the launch of a new range of vibrant Indian sauces – perfect for dipping, dunking, drizzling and dressing any food with the taste of India.
The range of four new sauces – Keralan Red Pepper & Mustard, Madras Tomato & Chilli, Mumbai Mango & Lime and Premium Mango, which have a wide range of culinary uses from stir fries and barbecues to dips and dressings, are designed to inspire consumers to add great tasting Indian flavours to all meals and snacks. Simple to use, the sauces are perfect for personalisation and entirely in keeping with modern lifestyle trends.
Available from the end of April, the full range will retail in Ocado and selected independent retailers nationwide (MRSP £1.99). The Premium Mango sauce will be available in select Tesco stores from mid-June.
Indian is established as the UK’s number one ethnic cuisine and the ambient Indian category is worth a huge £330 million. Consumer spending on ambient ethnic food continues to grow, with Indian products contributing to over 90% of penetration growth.
But whilst Indian sauces are the largest sector with 30% share, growth is lagging behind other sectors and poor performance is limiting category growth. Comments Nitesh Shah, Director of Business Development at Geeta’s: “The Indian sauces category has been stagnant, slow moving and unimaginative for several years. We want to add sizzle to the category and inject some excitement through innovation and, in doing so, offer retailers a huge opportunity to bring Indian sauces back to life and drive category growth.
“So we’re building on the success of our UK favourite Premium Mango Chutney with the launch of four attractive, new Indian sauces which stand out on shelf and will appeal to a wide range of consumers who are looking for versatile flavours that can be adapted to a variety of usage occasions.”
Geeta’s is enjoying excellent growth in the mainstream market as consumers increasingly focus on quality over price. In the past 12 months, the company has added over 200,000 new households to its customer base*; shoppers who are increasingly spending more and adding Geeta’s to their repertoire.
Geeta’s flagship product and the UK’s favourite* authentic Indian chutney, Geeta’s Premium Mango Chutney, was established in the UK more than 25 years ago and continues to lead the way for the brand. Renowned for its authenticity and provenance – made in India and inspired by a family recipe – it is a firm favourite of Jamie Oliver, featuring several times in his recent TV shows and cookbooks, as well as other high profile and celebrity chefs.
Source: *Kantar 52 w/e 07/10/2018
Geeta’s products are distributed by Petty Wood: For more information please contact Nick Peters at Petty Wood: 01264 345500.
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