PATAK’S LAUNCHES BIRYANI AND OTHER NEW PRODUCTS
Patak’s new ‘oven bake’ Biryani Sauce range is the first oven-baked Biryani sauce to the market. Designed to be poured directly onto uncooked rice and placed in the oven for 35 minutes, the sauces’ unique offering provides consumers with a convenient alternative to existing Biryani products which need to be cooked on the hob.
Available in 3 variants, the sauces offer an easy short cut to producing a classic favourite that is both authentic and to restaurant standard. Meanwhile, family favourite Butter Chicken is being introduced to the Patak’s sauce range – the first ever Butter Chicken recipe to appear in the ambient aisle.
Additions to the range also include new restaurant quality side dishes Easy Saag Aloo, Easy Mushroom Bhaji, Easy Bombay Potato and Easy single-use paste sachets. Each 1) In Indian sauces with a 26.9%1 value share of the £20.5m category. Source: Nielsen total coverage MAT to 18/4/09, Brand Healthcheck June 2008 product from this new range is designed to be easy to use and encourage repertoire purchasing whilst appealing to the 24%2 of consumers who currently believe they are unable to recreate a restaurant experience at home.
Building on the success of the current pastes in jars, new single-use ‘Easy’ paste sachets are being introduced to appeal to smaller households and overcome existing barriers to
purchase, by including simple instructions on back of pack to help bring the recipes to life for consumers.
Patak’s range of 11 cooking sauces have been reformulated with improved recipes ensuring the brand continues to have the best taste profile in the competitive set.
Meanwhile pastes, which are currently the sector leader with a 92% market share3 are now available with reduced salt and fat levels, in accordance with forthcoming GDA
guidelines.
The brand’s packaging will be refreshed with a vibrant, strong, authentic new design featuring easy to use back of pack information and will be rolled out across all products in the range. Following successful consumer research, the new look is sure to create strong stand-out on shelf and at fixture – reinforced with strong, simple SRP communication differentiating the ranges.
The relaunch will be spearheaded by a heavyweight national TV advertising campaign with a media spend of £3.5 million (airing mid October 2009) and will reinforce the brand’s strong family heritage with the emotive strapline – Patak’s, Why Britain Loves Curry.
The ads will feature Kirit Pathak, the son of LG Pathak who came to the UK with his family in 1956 and started the Patak’s business from a small shop in Drummond St, London
selling Indian ingredients and specialties. Kirit has been instrumental in the Patak’s business since a young boy and is now company Chairman and Chief Executive.
Complementing the TV advert, through the line marketing activity will include an extensive national PR campaign, a new website, merchandisers, and a loyalty programme. There will also be a million pound investment in shopper-focused marketing activity such as sampling, shelf barkers and added value promotions.
Tracy Hughes, AB World Foods Consumer Marketing & Category controller said, “This is an extremely exciting time for the Patak’s brand. We know that British consumers love to eat
curry, it’s one of the nation’s favourite ethnic foods with 71%4 eating Indian foods at 2 ) Source: TNS Brand Health Check, 2008 3) Source: Nielsen total coverage MAT to WE 08.08.09.
4 TNS Brand healthcheck June 2008. Mintel 2009 restaurants. However only 47%5 of those people actually cook it at home, so there is clearly a great opportunity for category growth, especially with the increasing trend for dining at home and cooking from scratch. “Patak’s is in a unique position within the market in that we have genuine family heritage
and expertise and we are confident that the relaunch will reinforce our position as the original ambient Indian food brand. By providing quality, authentic Indian dishes which
are found in many Indian restaurants, Patak’s is enabling consumers to recreate this experience at home – to equally high standards but at a much lower cost. With the
introduction of the new products and refreshed, vibrant new packaging, we hope to appeal to brand loyalists and attract new consumers to the category.”
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