Patak’s, the iconic Indian food brand, is launching its first ever starter dish, Patak’s Easy Onion Bhaji for Two, available in two variants: Standard and Hot & Spicy. The launch is an innovative addition to the ambient aisle, well positioned to meet the needs of those consumers who seek to recreate an authentic restaurant experience at home.
The Ambient Indian Category, worth £179.1 m and growing by 8% YOY*, currently offers a broad range of accompaniments including chutneys and pickles, and Patak’s Easy Onion Bhaji is the first ‘starter dish’ innovation across the whole category. The easy to follow, accessible instructions are printed on the back of pack and serves two people making six bhaji’s. The packaging features a vibrant, authentic design which creates strong stand-out on shelf and at fixture.
Piyank Dutta, Product Manager for Patak’s explains, ‘Patak’s continued popularity with consumers can be attributed to our ability to adapt to changing consumer needs by producing great tasting and credible products. The launch of Patak’s Easy Onion Bhaji for Two is exciting for us as we are building on the success of our single-use ‘Easy’ paste sachets and reaching those consumers who want delicious starter dishes to accompany their main meal to recreate an authentic restaurant experience at home”.
Patak’s Easy Onion Bhaji for Two has been available from May 2010 and is perfect for trial in a two person household. It is available in 65g pack size and RSP is £1.20.
* Source Nielsen Scantrack 52 wks to WE 20.3.2010
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