Ice Kitchen is launching its unique ‘fresh frozen’ cooking pastes into 280 Sainsbury’s stores from today.
The brand creates fresh cooking pastes from whole ingredients and then freezes them to “lock in freshness” and deliver “restaurant-quality” meals “at a fraction of the expense, time and effort”.
Its range started with Thai curry pastes and has since added Indian, Mexican and Jamaican options.
Previously available from Ocado and DTC, the launch marks the brand’s first foray into physical stores with one of the traditional big four.
Ice Kitchen founder Cesar Roden – the grandson of renowned food writer and cook Claudia Roden – said he was “so excited” to launch into Sainsbury’s.
“We want to shake up the freezer aisle and make people’s lives easier without compromising on that fresh flavour,” he added.
Big-name fans
Ice Kitchen’s products have already attracted rave reviews from the likes of Nigella Lawson, who called the Thai Red Curry Paste “a brilliant innovation”, adding “if you’re not pounding a paste together yourself, this is the very next best thing.”
Each paste is vegan, gluten-free and preservative-free, with the brand aiming to offer “cooking aids that appeal to flavour-seekers and those who aspire to scratch cooking with natural ingredients but lack the time required”.
The Thai Red and Thai Green pastes will launch in 280 Sainsbury’s stores across England, Wales, Scotland and Northern Ireland, while customers will be able to buy pastes from all four cuisines in 140 of those stores and from Sainsbury’s groceries online.
The pastes available from Sainsbury’s, all priced at £3.50, are: Thai Green Curry Paste (2x77g), Thai Red Curry Paste (2x77g), Thai Massaman Curry Paste (2x77g), Thai Panang Curry Paste (2x77g), Indian Jalfrezi Curry Paste (2x80g), Jamaican Jerk Paste (2x80g), Mexican Fajita Paste (2x80g).
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