Patak’s is spicing up its range of Indian cooking sauces with a new extra-hot line.
Its new Hot & Spicy range comprises a tikka masala, a vindaloo and – hottest of all – a phal (rsp: £1.59 each).
The launch marks the latest bid to cash in on shoppers’ increasing taste for extra-hot sauces. Rival brand Sharwood’s, owned by Premier Foods, recently released its own Bhut Jolokia curry sauce including one of the infamous chillies per jar.
“We have seen a 4% growth in the sauce in glass category over the last year, showing that consumers are increasingly looking to make quick meals with the no-fuss element,” said Tracy Hughes, marketing controller at AB World Foods.
“With consumers’ palettes becoming more acclimatised to heat, the Hot & Spicy range allows consumers to ‘spice up’ suppertime, recreating the restaurant experience at home in only 30 minutes.”
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Focus On Cooking Sauces (12 February 2011)
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