Food innovator Perween Warsi, who has played a leading role over the last 25 years in developing the UK’s chilled Indian ready meals market, is enabling scratch cooks to create authentic Indian curries with her first major ambient product launch.
Warsi, CBE, who last year was voted ‘Food Personality of the Year’ in the Food Manufacturing Excellence Awards, is launching Perween’s Cooking Secrets, a range of authentic, freshly-blended Indian spice mixes with oil.
Creating authentic Indian curries can be a challenge for even the most dedicated of scratch cooks. They can be difficult and time-consuming to make. Cooking Secrets enables scratch cooks to enjoy the experience of making delicious home-made Indian curries, without having to master the art themselves.
The range comprises four traditional Indian varieties: Traditional Handi, Balti, Jalfrezi and Madras. The 100g packs feature an rrp of £2.95 and serve up to three people.
“Britain’s love of curries is well known and authentic Indian cooking from scratch is a real art,” says Perween.
“In India it’s what we call ‘andaaz’, which means intuitive cooking, and you learn this as a youngster by watching your mum and grandma.
“With Perween’s Cooking Secrets, I’m enabling retailers to provide curry lovers with a range of ready-to-use, freshly-ground spice mixes that will enable them to make great-tasting Indian food at home. By simply sautéing off vegetables, adding water, and meat or fish to each recipe, people can enjoy an authentic and aromatic dish with perfect consistency and flavour – in less than 20 minutes. This ability to create a fresh meal in a few minutes makes Perween’s Cooking Secrets a perfect product for a mid-week treat or a leisurely weekend supper with friends and family.”
These unique blends of spices are recipes passed down through generations. The ‘secret’ element of Perween’s Cooking Secrets stems from the fact that only members of Perween’s family are allowed to enter the dedicated and secretive ‘spice room’ to hand-blend the finest quality spices, sourced from the gardens of India.
“Unlike many jars and curry paste sauces, Perween’s Cooking Secrets is not processed and is free from artificial flavourings, colourings and preservatives. This is an opportunity for retailers to share a true taste of India with consumers and to help them unlock the secret of how to enjoy authentic, home-made Indian food,” adds Perween.
The Perween’s Cooking Secrets range was launched at the Guild of Fine Food’s Harrogate Speciality Fine Food Show (June 23 and 24).
Perween Cooking Secrets