Patak’s is to use next month’s Diwali celebrations to drive awareness of Indian food.
The manufacturer also aims to use the Hindu festival of lights, on November 12, as the starting point for a series of category events over the coming year. Bidding to replicate the success that Chinese New Year has achieved on the retail front, Patak’s is running an on-pack promotion across more than a million offerings, from cooking sauces to frozen ready meals, inviting consumers to celebrate Diwali with the chance to win an Indian feast at home.
Meanwhile, the company is relaunching its Curry Breaks microwaveable Indian snacks. The three-strong range has been revamped and a new Chicken Korma variant makes its debut.