Suhana Butter Chicken spice mix

Source: Golden Acre Foods

Butter Chicken, Chicken Korma and Chicken Jalfrezi spice mixes will roll into Sainsbury’s in mid-January (rsp: £1/50g)

Golden Acre Foods has scored a Sainsbury’s listing for its South Asian cooking brand Suhana.

A trio of spice mixes – in Butter Chicken, Chicken Korma and Chicken Jalfrezi flavours – will roll into 287 of the retailer’s stores in mid-January (rsp: £1/50g).

The products, which are currently only stocked in specialist independent retailers and Indian supermarkets in the UK, will be merchandised in Sainsbury’s world food aisle.

The partnership with Sainsbury’s was “just the start” of Golden Acre’s strategy of importing a portfolio of famous South Asian brands into the UK retail market, it said.

Golden Acre sales director Dan Sparshatt said the “changing UK population” meant that retailers needed to offer “an increasingly wide assortment of products and brands that appeal to a diverse range of consumers”.

“With South Asian countries (India, Pakistan and Bangladesh) representing the largest non-UK-born population [in the UK], we identified an opportunity to drive growth in the world foods category through the introduction of leading South Asian brands to the major supermarkets.

“These exciting brands also appeal to shoppers who are looking to experiment with their cooking and try new flavours that deliver real, authentic tastes, not westernised versions,” Sparshatt added.