Eastern food brand Tiger Tiger plans to shake up the World Food category with the launch of its new-look Indian Quick Cook Sauce range, into 393 Asda stores this June.
Also available in Hyperama stores nationwide.
Previously available in the Ethnic Foods aisle of supermarkets and supplied to Indian restaurants, the refreshed brand brings a more authentic and flavourful offering to the mass market and has been redesigned in a modern, easy-pour pouch format.
The five strong range, which is named after regions in India to highlight its provenance, comprises of Punjabi Style Butter Chicken, Jaipur Style Jalfrezi, Kashmiri Style Korma, Peshwari Style Tikka Masala and Lahori Style Rogan Josh.
These rich and textured sauces, made with traditional ingredients, are free from gluten, artificial colours, preservatives and flavourings.
Each is produced using a gentle small batch process to ensure authentic flavour and to create exceptional texture, with the intention of encouraging consumers to ‘Unleash the East’ and be ‘Braver with Flavour’.
The sauces all carry a unique point of difference to similar products on the market.
New independent consumer research commissioned ahead of the launch proves the taste credentials of the brand, with Tiger Tiger significantly outperforming the current major players in the category, Pataks and Sharwoods, on preference and overall acceptance.
Nigel Parrott, Head of Tiger Tiger said:
“Our research shows there is a real consumer appetite for a fresh, bold and taste-driven approach within ambient Indian cooking sauces.
“Retailers are responding to this by making Tiger Tiger more accessible to consumers with it’s repositioning in the World Food aisle.
“The very essence of the brand is to be ‘braver with flavour’ and our expertise in the East ensures we deliver just this.
“Not only do we use the finest ingredients and best recipes for our products, but we keep close to what people are demanding, allowing for product renovation and innovation, but also highlighting where there are gaps in the mass market. ”
The launch into Asda will be supported by a marketing activation spend in excess of £1m and follows significant investment in design and packaging to reinvigorate the brand.
The new packaging moves the product from a traditional jar to a convenient and modern easy-pour pouch format with a visible window.
Made from recyclable packaging which creates minimal wastage, the new format brings a freshness and modernity to the World Cuisine aisle.
This June will also see the launch of Tiger Tiger’s Indian Chunky Dips – another true innovation into the Indian Category.
These rich and chunky dips which can be served ambient or chilled, include Mango & Papaya, Coriander & Mint, Coconut & Tamarind and Cucumber Raitha.
Created to be served with poppadums, naan breads, crisps or as an accompaniment for main meals, the dips are aimed at either snacking or entertaining occasions.
The dips are free from gluten, artificial colours, preservatives and flavourings and served in recyclable packaging – the ambient format allows for longer shelf life than chilled equivalents.
The Indian Quick-Cook Sauces 370g (RSP £1.88) and Indian Chunky Dips 370g (£1.39) launch into Asda stores nationwide this July.
