Indian food brand Geeta’s has introduced a new range of Roti Flatbreads into the breads category.
The wrappable flatbreads are the first step towards Geeta’s vision to add the “real flavour of India” beyond its successful chutney range.
The 8-inch, soft Roti Flatbreads come in two flavours – Sweet Onion & Paprika and Five Seeds – with more flavours in the pipeline from September. Each pack contains four breads that can be used for snacking or as a light meal, as well as the traditional curry meal occasion.
Eleanor Bridgman, Director of Marketing at Geeta’s, commented: “Indian flavours have widespread consumer acceptance and appeal across a range of meal and snack occasions. This, coupled with the fact that shoppers are familiar with the versatility of flatbreads from other cuisines, presents a huge opportunity for our new Roti Flatbreads to invigorate the Indian Breads fixture and give consumers more ways to enjoy Indian flavours.”
The brand noted that the wraps category is worth £155m but is in decline with little innovation over the last 2 years. Breads is the second largest category in ambient Indian, worth £35m but with minimal unit growth.
Bridgman added: “The introduction of Geeta’s NEW Roti Flatbreads has the potential to add £2.5m to the category through incremental sales driven by increased usage opportunities that aim to give shoppers something flavoursome to accompany a wide range of meal and snack occasions.”
Geeta’s Roti Flatbreads are launching in Tesco and Ocado (220g, RRP £1.85) and will be supported by promotions, media, online and social.
