Patak’s is aiming to spice up the Indian food category with a raft of new launches and point-of-sale initiatives.
A new range of quick-cook sauces called Spice Express is out next week. It comes in five flavours: Kashmiri chilli & red pepper, spicy tikka, roasted garlic & coriander, smoked paprika spinach and Indian five spice (rsp: £1.49 for 350g jar).
These will be joined by four Indian flavoured wraps - garlic & herb, tikka, spicy chilli and plain, which will retail at £1.19 for a pack of six.
Later in the summer, Patak’s will add two new sauces, Punjabi saag masala and Keralan masala, to its Luxury Sauces range (rsp: £1.99) and update its frozen ready meals with chicken tikka biriyani and chicken rogan josh (rsp: £1.99). It will also break the £2 ready meal barrier with its Indian Banquet for One (rsp: £2.49).
The launches will be supported by point-of-sale, including a curry heat guide.
MD David Page said he wanted to open up consumers’ minds “to the immense choice and variety that is Indian food”.