Sheila Eggleston Patak's hopes to bridge the gap between "supermarket best" standard and restaurant quality naans by introducing traditional teardrop shaped ambient naans. Four varieties ­ plain, peshwari, garlic and coriander, and sun-dried tomato ­ come in branded 280g packs (rsps: £1.29-£1.49.) These are Patak's first branded bread products since its acquisition of Galtres Foods, formerly Abel Eastern Breads, in March. Patak's claims the ambient Indian bread sector is worth £19.1m, up 23% year on year, while the growth of the £20.7m fresh Indian bread sector is static. Sales and marketing director Alison Cannon said people assumed all naans were fresh. "In research they didn't pay attention to the sell-by date on naan bread, but were more drawn to premium packaging and the brands which were in long life. Shelf life isn't important either, because most people pop it into the freezer after purchase." Patak's is also aiming to pep up rice with its new Spice for Rice. This blend of spices in oil is aimed at simplifying the process of cooking rice for Indian meals. It just needs to be stir fried with rice, water added and then simmered for 15-20 minutes. Each 160g pack contains four mini pots containing pilau, coconut and garlic and coriander flavours. (Rsp: 99p.) The launches coincide with the roll-out of its new look packaging across the entire range. {{MARKETING - P&P }}

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