Patak’s is leading an assault on the own label-dominated chilled ethnic food shelves with a range of snacks and chilled sauces.
The Indian food supplier aims to steal share from the multiples by providing a more diverse choice of Indian snacks, backed by a specialist brand.
It follows trials of premium chilled sauces (produced in conjuction with Greencore) in Asda, comprising Peshwari Korma, Achari Masala, Goan Masala and Bengal Jalfrezi (rsp: £1.99).
Fiona Mannion, Patak’s group director, marketing, said the 500g tubs had received a “reasonably enthusiastic response” with Asda shoppers but that it had decided to withdraw supply until September to develop a more “evolved” point-of-purchase concept. Somerfield and Nisa have confirmed listings.
Patak’s new snacks range comprises Onion Bhajis with a Kashmiri Chilli Dip, Garlic Mushroom Pakoras with a Mint & Coriander Dip, Vegetable Pakoras with a Spicy Tomato Dip (all rsp: £1.49) and Jaipuri Chicken Tikka Pakoras with a Kashmiri Chilli Dip (rsp: £2.49).
The snacks look different to current own-label offerings as they are packed in colour cardboard sleeves, with a cut-away section displaying the product.
Patak’s is determined to extend its reach into the chilled sector and has invested in new factories in a bid to replicate its success in ambient and frozen. It already has a listing for the snacks in Tesco.
Helen Gregory