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Leading premium Indian food brand Geeta’s, growing at +15% YOY1 versus total Indian Chutneys category growth of 4% and total Indian Ambient category growth of 6%, has introduced a new range of Roti Flatbreads into the breads category as part of its mission to add great tasting Indian flavours to any meal or snack occasion.

The new flavourful and wrappable flatbreads are the first step towards Geeta’s vision to add the real flavour of India beyond its highly successful chutney range. They have been designed to champion the infinite versatility of Indian flavours, bringing people together through food and helping consumers fall in love with Indian flavours (again).

The new 8-inch, soft and flexible Roti Flatbreads come in two flavours – Sweet Onion & Paprika and Five Seeds – with more flavours in the pipeline from September 2023.  Each pack contains four breads, just right for two people, and are perfect for a multitude of snacking, light meal and on the go meals, as well as the traditional curry meal occasion.  Ready to eat, or they can be heated in a pan or in the microwave.

Attitudes to Indian cuisine are changing, with consumers becoming more confident in the kitchen and more interested in naturally healthy, flavoursome food; shoppers now expect light and clean authentic Indian cuisine with an uncompromising commitment to flavour. They are looking to try new flavours, cuisines and cooking styles and challenge themselves to try out different dishes.

Comments Eleanor Bridgman, Director of Marketing at Geeta’s: “Indian flavours have widespread consumer acceptance and appeal across a range of meal and snack occasions. This, coupled with the fact that shoppers are familiar with the versatility of flatbreads from other cuisines, presents a huge opportunity for our new Roti Flatbreads to invigorate the Indian Breads fixture and give consumers more ways to enjoy Indian flavours.”

The wraps category is worth £155m but is in decline with little innovation over the last 2 years2. Breads is the second largest category in ambient Indian, worth £35 million3 but with minimal unit growth and little to no product development over the last few years: the category is ripe for innovation.

Bridgman estimates: “The introduction of Geeta’s NEW Roti Flatbreads has the potential to add £2.5m to the category, through incremental sales driven by increased usage opportunities that aim to give shoppers something flavoursome to accompany a wide range of meal and snack occasions.”

Geeta’s Roti Flatbreads are launching this spring in Tesco and Ocado (220g, RRP £1.85) and will be supported by promotions, media, online and social.

Geeta’s has a strong pipeline of further NPD launching later in the year, as well as national TV, influencer partnerships, social media and PR.

1Nielsen MAT 25 March 2023  2Nielsen Scantrack 52 we 25 March 2023)

3Nielsen Scantrack 52 we (25 March 2023)

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