Indian sauce jar promises convenience and exotica
market, has packaged its quick-cook Spice Express sauces in a new
350g Rockware jar with super-deep twist cap.
Working with packaging group Rockware, Patak's was able to develop a jar that it felt conveyed the right image while incorporating the super-deep twist neck. The company claims that the new caps feature a more modern font and give the overall look a younger, vibrant feel.
"Spice Express embodies the fresh tasting, lighter, healthier aspect of Indian food, reflecting the trend we are seeing coming through from the more contemporary Indian restaurants, towards serving food which is bursting with flavour, but not based on lots of heavy, rich ingredients," said Tamsin Daniel, senior product manager at Patak's.
The company is targeting its Spice Express range at this younger audience. There are more single people living alone with more disposable income than ever before, and this social change has lead to an explosion in the ready meal sector.
The market has grown by 20 per cent in the UK over the past five years, and the trend shows no sign of having peaked. some estiamtes suggest that if changing lifestyles continue to fuel demand, Europe as a whole will be consuming over 500,000 tonnes of ready meals a year by 2007.
And increasingly, people want to consume an easy to cook meal that is also a little bit exotic.
Patak's is confident that its new range takes this consumer trend fully into account. Spice Express is dsigned to by a quicker and more inspirational meal solution, and as such has been specially developed to deliver an exotic meal with a cooking time of only seven minutes, using just one pan.
The sauce is designed to coat the meat rather than giving lots of sauce so that consumers can eat the product in different ways, such as in a wrap, on a naan bread or even just with a salad, rather than always having to serve the meal with a plate of rice.
And because the target consumer is younger and more vibrant, Patak's requireda jar treatment that would not only facilitate both ease and speed of use, but would also convey vibrancy and energy.
"The response we had from consumers when we researched Spice Express in this format was phenomenal - UK consumers have a long and passionate love affair with Indian food but want to be tempted by new taste experiences and with Spice Express they weren't disappointed," said Daniel.
Patak's believes the UK market is more than ready for a fresh injection of ideas. Spice Express is the first major launch in the brand's aggressive programme of new product introductions designed to contemporise the market.
The new range comes in five contemporary varieties: Kashmiri Chilli & Red Pepper, Spicy Tikka, Roasted Garlic & Coriander; Smoked Paprika & Spinach and Indian Five Spices.
