Curry specialist Simtom Foods is launching a range of Indian spices, sauces and pickles to help consumers cook authentic Indian meals at home. The company has been a restaurant and own-label supplier for years but now wants to develop its own brands. The Restaurant Style range comprises five products including rogan josh sauce, sweet mango chutney and tandoori marinade, which will retail for £1.59 a jar.

“What is unique about our products is that they genuinely are a closely guarded family secret and totally authentic,” said marketing and communications manager Andrew Coomar. The branding has been kept old-fashioned to appeal to the family market said Coomar. “We wanted to look like a well-established brand, so we chose a post-war, almost 30s, feel.”

The company is investing in TV ads starring Indian chef Tommy Miah.