Frozen ready meal specialist Oriental Express is launching another assault on the Indian sector in a bid to grow its business following a management buy-out.

The company, formerly RVP Foods, changed its name last year as it released a mission statement that it planned to concentrate on its core Chinese meals business.

However, the company’s new owners have begun to rethink that strategy and have already come up with their first new proposition despite only taking over in April.

Now the company, which this week announced ambitions to double the size of its business to
£60m within five years, plans to make its presence immediately greater in the tough frozen sector by firing a Curry Bomb range into freezers.

Launching this month under the Indian Express banner, the offering features four styles - Chicken Tikka Masala, Chicken Balti, Beef Madras and Chicken Vindaloo - all in eye-catching bomb-shaped packs.

Ready to eat from frozen in just under 10 minutes in the microwave, the company said the products were intended to have a broad appeal but may particularly find a fan base among men aged 18 to 40 looking for an after-the-pub or weekend treat.

Priced at £1.99, marketing director Michaela Blunden said there would be price promotional activity behind the brand. “The business is ready to expand its branded portfolio into other categories,” she added.
Simon Mowbray