Premium Indian food brand Geeta’s will launch a range of three new cooking sauces in Waitrose on 5th May.
The SKUs (RRP: £3.50 – 340g) include Coconut Curry Leaf (Mild), Spinach, Coriander & Mint (Medium) and Smoked Aubergine (Medium), with further variants being introduced later this year.
Full of spices, these sauces contain no artificial flavourings, colourings or preservatives.
“With Indian cooking sauces in decline, we spotted a need for major reinvigoration of the category,” said Eleanor Bridgeman, Director of Sales & Marketing at Geeta’s Food.
“Indian brand leaders have been driving category decline, and there is a high duplication of flavours. Our mission to inspire consumers to use Indian flavours in everyday cooking gave an exciting product development opportunity for us.
“We saw an opportunity to create category-first flavours that showcase recognisable ingredients in exciting, authentic Indian flavour combinations whilst also offering versatility beyond the traditional Indian curry occasion. That’s why we’ve included an alternative serving suggestion to inspire consumers to use these products in new and innovative ways.”
