About Geeta’s Long-established as the UK’s number 1 premium Indian chutney brand, Geeta’s are enjoying excellent growth in the mainstream market, as consumers increasingly focus on quality, rather than just quantity or price.
As the only chutney brand in strong growth (17% vs a category average of 3%), Geeta’s added 116,000 households to the category in the past 12 months*.
“We are delighted to report that, in a recent Cambridge Market Research Taste test, Geeta’s outscored key competitors on all measures – taste, texture, quality and purchase intent”, said Sally Campbell, Category Manager, “in a blind tasting, 70% of consumers preferred Geeta’s Premium Mango Chutney to its leading competitors.”
Consumer usage and attitudes Consumer trends for small plates, sharing plates and street food, combined with a focus on health and the obesity crisis have benefitted premium products that can add interest to a wide range of dishes, such as Geeta’s premium Indian chutneys and pickles.”
Sally Campbell, says: “We see the key trends of broadening of the eating occasion with an increase in informal dining and eating away from home continuing to grow, so will be basing our marketing activity around the versatility of our Indian Chutneys within these new meal occasions.
Geeta’s growth has primarily come from UK consumers embracing new food trends and we see these buyers extending the range of Geeta’s product that they buy, adding those that were once the preserve of the ethnic consumer such as Lime & Chilli or Tamarind Chutney.
Following consumer activity based on product trial, we have also seen an increase in ethnic consumers buying our Premium Mango Chutney which was once primarily bought by mainstream consumers. Social media feedback indicates the drivers for these purchases are authenticity and flavour delivery.
The broadening usage of Geeta’s premium Indian chutneys has been reflected in the strong summer sales of core and niche lines, despite the unusually hot weather we have seen this year; Indian chutneys are certainly no longer restricted to being used with a Winter curry!
Best selling products, New products
Geeta’s flagship Premium Mango Chutney continues to lead the way for the brand.
Mango & Chilli Chutney is now the number 2, reflecting the continuing demand for spicier flavours. With this in mind, look out for Geeta’s new varieties in the Autumn!
Geeta’s are aware that the key to encouraging trial by new customers is sampling; with this in mind, as well as encouraging retailers to sample Geeta’s, the focus of this year’s marketing plan has been a full road show of sampling as part of the Festival of Food, including a number of the UK’s top shows ranging from Carfest to BBC Good Food and the RHS Gardening Show.
Geeta’s, via their distributor, Petty Wood, are helping new and established Geeta’s chutney and pickle stockists to encourage their customers to try the range and trade up by offering an ongoing programme of promotions, timed to coincide with occasions such as curry week, combined with stock for in-store samplings, recipe leaflets and POS.
Geeta’s hero product, Premium Mango Chutney, established in the UK for 25 years, and a firm favourite of Jamie Oliver, featuring several times in his recent TV shows and latest book, continues to lead the way for the brand.
With bold plans to double the marketing budget in 2019 and some exciting new product launches just around the corner, there has never been a better time for retailers to get on board with Geeta’s.
*Source: Kantar Worldpanel data ending Dec 2017 and Feb 2018
Geeta’s Foods are distributed in the UK
by Petty Wood
Tel: 01264 345500