The new range, which includes Bombay potato, saag aloo, tarka dahl and vegetable curry, is available now in 300g pouches [rsp: £1.49]. Premier claimed it would plug a gap for upmarket, easy-to-cook side meals of the same standard as restaurant dishes.
“Similar recipes are a key offering in Indian restaurants but there are limited quality offerings in retail,” said Paul Bright, brand controller.
“The growth in Indian accompaniments, convenience products and microwaveable rice demonstrates the significant opportunity for a quality offering in this area.”
Last year sales of the total Sharwood’s brand fell 2% to £33.1m [Nielsen]. The launch will benefit from a TV campaign kicking off in April as well as promotions and sampling.