When it comes to Oriental and Indian cooking sauces, authenticity is still the word for manufacturers trying to claim the moral high ground with products.
Patak’s recently launched its range of regional sauces, with a specific claim of authenticity, as it says consumers continue to be more interested in different flavour combinations from different regions.
Fiona Mannion, group marketing director, says: “Educating consumers about Indian cuisine with authentic regional choices will encourage experimentation and ultimately drive shoppers to expand their repertoire.”
The range comprises Jaipuri Tikka Masala, Kashmiri Rogan Josh, Punjabi Saag Masala, Bombay Mango and Shallot Masala, Keralan Cashew & Chilli Masala and Goan 7 Spice Masala.
Mexican food companies are also developing new formats that they say better mimic those native to the country,
Discovery Foods, for example,
says its range of 2-Step sauces - available in Cajun Chicken, Chilli Con Carne and Fajita variants - creates stronger flavours more commonly found in traditional Mexican cooking.
Paul Vita, marketing director, says: “The combination of the spices, to flavour the meat and vegetables while frying, and the sauces has been welcomed by consumers looking for an alternative to more bland sauces.”
It is not only with hot and spicy foods that authenticity is becoming important, however. Loyd Grossman is also pushing the authentic and regional attributes of its brands with its green and red pestos, both of which are made in Tuscany to traditional Italian methods.
According to the company, the pestos will drive value into the sector by encouraging current Loyd Grossman consumers to trade up.