Friday June 10 2016

Pataks Spices Up Frozen Ready Meals Sector With Launch of New Range

Pataks Spices Up Frozen Ready Meals Sector With Launch of New Range

Iconic Indian food brand Patak’s has brought a new Indian frozen ready meal range to market, with the launch of a six strong premium range of microwaveable and traditional oven cook curries.  Featuring Patak’s spice blending expertise, the range will be made by the Sharston-based Authentic Food Company, under licence from AB World Foods Limited. 

In line with all Patak’s products, the new curries are free from artificial colours, flavouring & preservatives. Made with high quality ingredients these premium curries are all served with a separate pilau rice accompaniment in a twin compartment, microwaveable and oven-able tray.  This super-convenient range allows consumers the chance to enjoy a high quality, authentic Indian meal at home in just 10 minutes.

Commenting on Patak’s new premium frozen ready meals, Chris Crosby, Head of product development at AB World Foods, said: “Patak’s have pioneered curry in Britain for almost 60 years and the new selection sets out to raise the bar in the ethnic frozen ready meal category. We’re bringing the same quality and depth of flavour to frozen curry that we’ve always offered with our curry sauces.”

Nick Harris Sales & Marketing Director of the Authentic Food company observed:” It’s a great collaboration with both businesses who have strong heritage in the production of high quality authentic curry. Patak’s are the pioneers of Indian cuisine as well as being the number one Indian brand in the UK, so it is a fantastic opportunity to new bring the brand to life for new customers. This partnership highlights the reputation we have built for providing great tasting authentic meals and we are proud to have been entrusted with the award winning Patak’s name”.

The new Patak’s frozen meals selection offers customer choice through its six recipes: Beef Madras, Chicken Korma, Chicken Vindaloo, Chicken Tikka Masala, King Prawn Balti and Vegetable Jalfrezi, all featuring Patak’s unique spice blending expertise. They are now available at Tesco nationwide..

Patak’s debut in the sector is an incisive move in the light of Kantar’s Worldpanel December 2015 data, citing that the frozen ready meal market has grown by 4.3% YOY and Indian food is performing well in this sector, coming in as the third largest category behind Italian & Traditional. Indian frozen ready meals have achieved a 13.8% market share and are in growth by 5.7% YOY.

"It's a great collaboration with both businesses who have strong heritage in the production of high quality authentic curry."
Nick Harris, Authentic Food Company

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