The British public’s growing love of fiery food has prompted Asda to launch what it boasts will be the hottest curries available in any UK supermarket.
Tomorrow (September 18) own-label supplier S&A Foods is relaunching and extending its existing Indian chilled ready meal range in response to consumer research showing an increasing appetite for spicier ethnic dishes.
As well as hotter varieties of dishes such as Friday night favourite the Vindaloo, the 92-strong range will include 18 new concepts such as Chef’s Special - a range of limited-edition curries that will change on a quarterly basis; Hot Bag - hotter varieties of tikka masala and madras; Big Eat - 600g portions
and Curry Feast - a mixed variety bag for four people.
The improved range, which boasts revamped packaging, will offer 16 new products such as Kofta Curry, Hot Tikka Masala,
Saffron Rice, Buttery Masala and Aubergine Masala, 22 improved recipes of existing products and 36 repackaged versions of existing recipes.
S&A founder Perween Warsi, said: “The range will allow consumers to discover India in 92 ways. It more or less covers all the regions of India with products from north and south, from Calcutta to Mumbai. Some are improvements of what we do already and some are new. We continually review the range. It all starts from the insight of the consumers.”
In the next few days, the entire existing range will be removed from the shelves, after which the new range will enter stores.
“All 92 products will hit the shelves in one day,” said Warsi. “It’s a credit to my team that we’re attempting this - it’s a massive task.
“The reason I feel confident about the range is that it has been planned thoroughly.”
Confectionery brand Maynards is returning to TV after a five-year break in poetic style with a £2.5m fairytale campaign for its sweets.
On screen from Monday (September 19), the Everybody Loves Mad Yarns from Maynards campaign tells the story of a man named Gregor and his close encounter with a troll. Narrated in rhyming couplets, the ad emphasises the “irresistibly distracting” qualities of the brand.
Liz Hamson
Tomorrow (September 18) own-label supplier S&A Foods is relaunching and extending its existing Indian chilled ready meal range in response to consumer research showing an increasing appetite for spicier ethnic dishes.
As well as hotter varieties of dishes such as Friday night favourite the Vindaloo, the 92-strong range will include 18 new concepts such as Chef’s Special - a range of limited-edition curries that will change on a quarterly basis; Hot Bag - hotter varieties of tikka masala and madras; Big Eat - 600g portions
and Curry Feast - a mixed variety bag for four people.
The improved range, which boasts revamped packaging, will offer 16 new products such as Kofta Curry, Hot Tikka Masala,
Saffron Rice, Buttery Masala and Aubergine Masala, 22 improved recipes of existing products and 36 repackaged versions of existing recipes.
S&A founder Perween Warsi, said: “The range will allow consumers to discover India in 92 ways. It more or less covers all the regions of India with products from north and south, from Calcutta to Mumbai. Some are improvements of what we do already and some are new. We continually review the range. It all starts from the insight of the consumers.”
In the next few days, the entire existing range will be removed from the shelves, after which the new range will enter stores.
“All 92 products will hit the shelves in one day,” said Warsi. “It’s a credit to my team that we’re attempting this - it’s a massive task.
“The reason I feel confident about the range is that it has been planned thoroughly.”
Confectionery brand Maynards is returning to TV after a five-year break in poetic style with a £2.5m fairytale campaign for its sweets.
On screen from Monday (September 19), the Everybody Loves Mad Yarns from Maynards campaign tells the story of a man named Gregor and his close encounter with a troll. Narrated in rhyming couplets, the ad emphasises the “irresistibly distracting” qualities of the brand.
Liz Hamson
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