The Unilever Bestfoods potted brand is branching into curries with the introduction of the simply, but aptly, titled Pot Curry range. However, the company has decided to pull the plug on its less profitable Pot Rice range which will be discontinued.
In three flavours Â tikka masala, korma and balti Â the range contains rice. It is vegetarian friendly with no meat.
Unilever is predicting first-year sales of more than Â£9m in a pot snacks market worth around Â£122m. A spokesman said it would benefit from "full media support" in the first year.
An image of an elephant features on the purple pots with the amount of steam coming out of the trunked animals ears indicating whether the contents are hot, medium or mild. Sauce sachets carry laddish words of wisdom' such as The best way to remember your girlfriend's birthday is to forget it at once!', while point of sale material features the strapline Fancy a quick one?'