Mango chutney brand Geeta’s is continuing its expansion into new categories, unveiling a trio of Indian-inspired cooking sauces.
The sauces (rsp: £3.50/340g) – Coconut Curry Leaf (Mild); Spinach, Coriander & Mint (Medium); and Smoked Aubergine (Medium) – contain no artificial flavourings, colourings or preservatives.
They will roll exclusively into Waitrose on 5 May (rsp: £3.50/340g), with further variants to launch later in the year.
“With Indian cooking sauces in decline, we spotted a need for major reinvigoration of the category,” said Geeta’s director of sales & marketing, Eleanor Bridgman, citing NIQ data [52 w/e 5 October 2024].
“Indian brand leaders have been driving category decline and there is a high duplication of flavours.
“Our mission to inspire consumers to use Indian flavours in every day cooking gave an exciting product development opportunity for us.”
This latest launch comes as Geeta’s has made concerted efforts to expand beyond its mango chutney heartlands over recent months.
It added a duo of microwaveable pouches (rsp: £2/250g), Bombay Spiced Lentils & Potatoes and Saag Aloo, into Waitrose in July.
This was followed by a trio of seasoning mixes (rsp: £1.25/35g) – Mango Masala Vegetables, Tandoori Chicken and Gunpowder Potatoes – which hit Sainsbury’s in August.
In September, Geeta’s launched a £1.5m marketing push, ‘Geeta Bit Naughty’, which aimed to highlight the versatility of Indian flavours.
If you’ve got a fantastic new product or packaging innovation, we want to hear about it! The entry deadline for The Grocer New Product & Packaging Awards is 9 June, so make sure to get your entries in. Visit this link to enter, buy tickets or enquire about sponsorship opportunities.
No comments yet