Five months after it first tested the market for a new Indian dairy offering, Arla Foods is launching Savera with a view to creating the UK's number one Indian dairy brand.
The five-strong range, which is going into convenience stores in September, comprises two lassis (in alphonso mango and cardamom flavours), a traditional raita, a paneer and a dahi (a fermented whole milk product).
The range was aimed at the UK's two million second and third-generation Indians, along with lovers of ethnic foods in general, said Arla.
It has been developed in partnership with an Indian chef and rigorously tested with customers, the company said. "Our ambition is for our new range to be an integral part of creating the number one Indian dairy brand in the UK," said Belinda Parkinson, Arla Food future creations project manager.
In the long term, Arla was hoping to expand the Indian dairy market by launching branded Indian desserts and ice creams, she added.
The launch follows the distribution of leaflets at the National Convenience Show this March showcasing the Savera brand and its product line-up.
The leaflets stated: "Savera is the only range of Indian dairy products that is fresh and authentic, because only Savera is made to authentic Indian recipes".
However, at the time, a spokeswoman insisted there were no definite plans to launch the brand, claiming the leaflets were just "gauging interest and testing the concept of how this could potentially be received".
Mainstream interest in lassi products has increased in recent months. Arla's two Savera-branded lassi products are likely to face competition from existing lassi brand Schmoo which is currently listed in Tesco as well as artisan lassi brand Made With Joy and German dairy giant Andechser, which launched its range of organic lassi yoghurt smoothies into the multiples at the end of last year.
The five-strong range, which is going into convenience stores in September, comprises two lassis (in alphonso mango and cardamom flavours), a traditional raita, a paneer and a dahi (a fermented whole milk product).
The range was aimed at the UK's two million second and third-generation Indians, along with lovers of ethnic foods in general, said Arla.
It has been developed in partnership with an Indian chef and rigorously tested with customers, the company said. "Our ambition is for our new range to be an integral part of creating the number one Indian dairy brand in the UK," said Belinda Parkinson, Arla Food future creations project manager.
In the long term, Arla was hoping to expand the Indian dairy market by launching branded Indian desserts and ice creams, she added.
The launch follows the distribution of leaflets at the National Convenience Show this March showcasing the Savera brand and its product line-up.
The leaflets stated: "Savera is the only range of Indian dairy products that is fresh and authentic, because only Savera is made to authentic Indian recipes".
However, at the time, a spokeswoman insisted there were no definite plans to launch the brand, claiming the leaflets were just "gauging interest and testing the concept of how this could potentially be received".
Mainstream interest in lassi products has increased in recent months. Arla's two Savera-branded lassi products are likely to face competition from existing lassi brand Schmoo which is currently listed in Tesco as well as artisan lassi brand Made With Joy and German dairy giant Andechser, which launched its range of organic lassi yoghurt smoothies into the multiples at the end of last year.
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