- Leading ambient Indian brand invests in growing meat-free market as demand soars year on year
- Patak’s new Plant Based range of cooking sauces and meal kits is set to bring vegetarian dishes to life
- Products will be available to purchase in Ocado and Sainsbury’s from October 2021 and Tesco and Co-op from November 2021.
Market leader Patak’s has today announced the launch of its new Plant Based range, consisting of cooking sauces and meal kits. The brand, which has pioneered Indian cuisine in Britain for almost 60 years, is leading a real step change for the wider category motivated by changing consumer behaviour, with 42% of Brits now actively reducing their meat consumption*.
Worth more than £60m in value sales, and boasting a 27.4% value share of the Ambient Indian category**, Patak’s believes the new launches will tap into the growing meat-free market, with both the cooking sauces and meal kits being suitable for vegetarians and vegans, and containing no artificial colours, flavours, or preservatives.
The Patak’s Plant Based range covers the classic flavours consumers know and love about Indian cuisine, as well as on pack recipes and suggested vegetables to pair with each product within the range.
Patak’s Plant Based Cooking Sauces have the indulgence of a delicious curry with the added heartiness of lentils. These sauces perfectly balance Indian spices, tomatoes and lentils to create wholesome, rich, daal-style curry sauces. Simply pour over vegetables and simmer for 20 minutes.
Products in the range include; Lentil Tikka Masala, Lentil Korma and Lentil Jalfrezi, all of which will be available to purchase in Ocado and Sainsbury’s from October 2021 and in Tesco and Co-op from November 2021 (RRP: £1.89 per 345g).
Patak’s Plant Based Meal Kits recreate authentic and delicious Indian meals in three easy steps. Each kit contains a unique spice paste for a deep, rich flavour, an easy-to-cook carbohydrate (brown rice or lentils) and a sachet of crispy onions to sprinkle on top.
Products in the range include; Mild & Aromatic Biryani Meal Kit, Korma Spiced Daal Meal Kit and Hot & Spicy Biryani Meal Kit which will be available to purchase in Ocado and Sainsbury’s from October 2021 and in Co-op from November 2021 (RRP: £2.89 per meal kit, serves 2).
Patak’s Senior Brand Manager, Charlotte Peterson comments: Patak’s Plant Based range has been created with the growing trend toward meat-reduction in mind and presents a real opportunity for consumers who are meat lovers, meat reducers and vegetarians alike, to amplify veg in a delicious and indulgent way. Consumer insight shows that a key barrier to meat reducing is that many of the more hesitant consumers still associate plant-based food with being bland and tasteless, and this is where we can help! Indian food is known for its flavour and is synonymous with meat-free dishes, putting Patak’s in a perfect position to change long-standing consumer perceptions with the Plant Based launch.”
*Source: The Food People, 2020
** Source: Nielsen Scantrack data to w.e. 14.08.2021.
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