Fresh food manufacturer Bakkavor has launched a new “cheeky and deliciously disruptive” brand of chilled Indian dishes called Pinch.
The range aims to capitalise on the increasing consumer demand for restaurant-inspired meal solutions and is available exclusively in selected Tesco stores.
Claire Martino, Head of the Pinch brand at Bakkavor, said: “Pinch is born to disrupt and be daring. The brand’s bold packaging will shake up the chilled meals aisle, and its delicious dishes will take consumers on a fresh and vibrant adventure.”
The Pinch brand includes six main courses (RRP £4.50), which are inspired by some of the country’s favourite modern Indian restaurants, and take street food, fusion and experimentation cues and bring them to the retail market, offering shoppers a “completely new eating experience in the Indian chilled meals space”. Main dishes include Pan Poppin’ Chicken Pasanda & Nutty Pilau Rice; Sizzle & Spice Chicken Tikka & Bombay Potatoes; and Sensational Saag Paneer & Coconut Basmati Rice.
The Pinch range also includes two loaded naans (RRP £4.50): a Tangy Tastin’ Overloaded Lamb Keema Naan and a Flavour Flamin’ Overloaded Chicken Tikka Naan. Side dishes include Spiced Sweet Potato & Creamy Coconut Samosas (RRP £3.00); Bombaylicious Potato Bombs (RRP £3.00); Magic Masala Spiced Chips & Pink Velvet Dip (RRP £3.75) and Kickin’ Fried Chicken & Pink Velvet Dip (RRP £3.75).
Martino added: “In our food, we’ve pinched inspiration from the modern Indian restaurant scene and have created delicious dishes, adding daring pinches of spice that dance through every bite making each dish a deliciously cheeky adventure. Unapologetically bold and disruptively modern, Pinch doesn’t just serve up meals, Pinch serves up spice in every bite.
“We know that consumers are time-poor and are looking for convenient and exciting meals, but given the current financial pressures that shoppers are under, the out-of-home and takeaway market has become a more infrequent choice for shoppers. We developed the Pinch brand to bring modern Indian restaurant-inspired flavours to a retail brand to deliver these trends.”
