Cauldron Foods is tapping the street food trend with a new sponsorship deal and NPD.
The veggie brand is sponsoring the snacks category of the annual British Street Food Awards, which recognise emerging talent in the food vendor sector.
Cauldron is to also add Indian Koftas to its seven-strong range of falafels and tofu. The spinach, lentil and spice parcels go on sale in Waitrose on 21 July (rsp: £2.49/200g).
“We’ve taken the growing popularity in street-food as inspiration to help widen the appeal of Cauldron,” said brand manager Liz Griffin.