Consumption of ethnic cuisines is now firmly ingrained in Britons’ diets, says Anita Samtani, Managing Director of Geeta’s Foods Ltd. Some 15% of consumers eat Chinese and Indian foods at least weekly, and 35% at least fortnightly.*


This trend has helped fuel sales of Geeta’s premium Indian Chutneys, which include Jamie Oliver in their fan base. Chutney as a category in its own right outperforms the total Ambient Indian Market, growing nearly 5% annually, and Geeta’s is the fastest growing Indian Chutney brand in the UK.**

But there’s much more to Geeta’s besides its bestselling chutneys. Geeta’s also offers a portfolio of premium quality Indian cooking sauces, pastes and spice mixes which together with the chutneys provide shoppers with the perfect solution for convenient and easy to prepare Indian meals at home.

As a nation our appetites are becoming more adventurous, says Anita. The British market is mature and receptive to new condiment types, with around 70% of consumers interested in trying different types of cuisine. Also our tastes are becoming hotter, with 32% of ethnic food eaters saying they enjoy spicier food more than they did a few years ago.*** Further, a surge in interest in scratch and semi scratch cooking has driven demand for condiments as an ingredient to personalise dishes.

Geeta’s have benefited from these wider trends, as consumers increasingly seek to reproduce authentic world cuisine meals in the comfort of their own homes. Meanwhile Geeta’s is seeing increased use of its condiments to enhance lunch and dinner occasions as well as for snacking, grazing and as a taste ingredient in food on the go.

The total ambient Indian category has grown by 4.8% and continues to dominate the wider ambient ethnic food category, commanding 37% of spend.** Expanding on its success in the Indian Chutneys category Geeta’s has developed NPD concepts reflecting key retail market dynamics and latest consumer trends.

The ‘eating in’ trend continues to grow in popularity, and curry is the fastest growing evening meal. Scratch cooking and ethnic product demand is on the rise and our New Spice Mixes provides an involved, easy and convenient meal solution.

Geeta’s range of curry pastes fully delivers on consumer demands for authenticity, convenience and taste – values integral to the Geeta’s brand. With a convenient 80g single use pouch format, the pastes offer a solution that can help minimise waste. Priced at an accessible 99p to serve two, the range includes Britain’s favourite Indian varieties, Korma, Tikka Masala, Balti, Rogan Josh, Madras & Mild Curry Paste and are available in Tesco, Waitrose, Ocado and Nisa.

Building on the success of their curry pastes, Geeta’s is introducing a range of regional Cooking Sauces in 280g pouches that serve two. With the introduction of new pack formats and flavours, Geeta’s continues to innovate and forge its position as one of the leading brands in the Ambient Indian category.

Pouches are the fastest growing packaging format in cooking sauces,*** as they address the growing proportion of smaller households looking for smaller pack sizes and want to reduce food wastage.

The eye-catching vibrant torquoise Geeta’s packaging makes their products instantly recognisable as part of the brand’s distinct range of Indian chutneys, curry pastes, spice mixes and cooking sauces, helping to drive rate of sale with strong shelf stand-out.

Geeta’s is distributed in the UK by fine food distributor RH Amar

* Mintel Oxygen January 2014 World Cuisines Report

** Kantar 52 w/e 17 August 2014

*** Kantar World Panel February 2014

Tel: 01494 530200

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