Global Fine Foods is looking to shake up the food-to-go market with the Indian equivalent of a pie or hot wrap - a curry-filled naan bread.
The chilled Naanster range of folded naans, which contain rice and either vegetable tikka, chicken tikka or balti chicken, were launched at the Food & Drink Expo in Birmingham’s NEC this week.
The products, expected to retail for about £1.99 each, can be microwaved in two minutes.
“We spent a long time developing the product as we wanted to ensure the naan bread was absolutely right. If you don’t get naan bread right it can end up like a frisbee after being microwaved,” said sales director Naynesh Karia.
The Leicester-based family business was set up in 1996 and until now has worked primarily in the foodservice and own-label markets, although it produces the Bombay Curry Co range for Costco.
Naansters have been available for about four years in an unbranded format through foodservice outlets such as cafés and colleges - and will also be sold unbranded at the Olympics - but the company was confident it could also make its mark as a retail brand.
“This is not a fad,” said Karia. “We truly believe this has the possibility to be the next big thing.”
The company is already planning extensions to the range and has had discussions with major football clubs about carrying Naansters in food outlets at their grounds.
Last month, Premier Foods launched Indian wrap meal kits under its Sharwood’s brand.