Sharwood’s, the Indian cooking sauces brand owned by Premier Foods, is expanding and modernising its offer with its latest launch: the Street Food Sizzler range.
Capturing the flavours of modern Indian street food, the range includes meal kits (MSSP £2.75), sizzle sauces (MSSP £2.75), and roti wraps (MSSP £1.95).
The brand noted that whilst Indian food is one of the most popular cuisines in the UK, only 22% of consumers opt for Indian meals during the weekend. The Street Food Sizzler range aims to shift consumer perceptions of Indian cuisine, offering on-trend products that can also be eaten for lunch or as snacks.
The meal kits are available in Masala Tikka Sizzler, Shashlik Tikka Sizzler, Spicy Tikka Sizzler, Tandoori Tikka Sizzler flavours and include a seasoning sachet, a sizzler sauce, and a mango chutney drizzle, which can be added to vegetables or a protein of choice. The range also includes Sizzler Sauce accompaniments and soft roti wraps, which shoppers can buy alongside the meal kits.
Andrey Sokirkin, global marketing director of cooking sauces at Premier Foods, commented: “We know consumers want to recreate the street food meals they’re eating when out and about, but currently there is little choice on shelf beyond more traditional options. Our new range offers consumers a modern and versatile way to enjoy Indian food – packed with punchy flavours and with a more concentrated finish than a traditional curry, shoppers can now enjoy light and vibrant meals inspired by Indian street food.
“Our new Sharwood’s Street Food Sizzler range will help to unlock new occasions so that retailers can make the most of this untapped opportunity. From wraps to sandwiches or even as standalone snacks, this new range is set to help retailers offer consumers popular Indian flavours in a brand-new way.”
Sharwood’s Street Style Sizzler range has launched exclusively in Tesco, with a wider rollout across the grocery channel next year.
