Flavours of India claims it is bringing a sensory explosion to consumers, with the launch of a new range of authentic premium cooking sauces at Speciality & Fine Food Fair 2013, 8-10 September 2013.
Available in five varieties – Makhani, Kadhai, Masala, Jalfrezi and Madras – the Flavours of India sauces range combines the convenience of ready-made meals with the traditional tastes and textures of Indian home cooking.
Indian food is an established part of the British diet, with 73% of adults preparing the food at home on a regular basis (Mintel). Furthermore, the authenticity of ethnic food recipes is the number one most important factor shoppers consider when choosing both ethnic foods and cooking sauces (Mintel).
Ranjani Ganesh, head of product development, Flavours of India, said: “Flavours of India sauces fill an important gap in a market that currently caters to an outdated idea that consumers want either overwhelming spiciness or no spice at all from curry sauces, with no attention given to the interaction of flavour, texture and appearance – the hallmark of real Indian food.
“Authenticity is vital to our Flavours of India sauces, and we’ve achieved this with the ingredients we use. In most shop-bought Indian sauces, the first ingredient used is water, meaning it has been washed down,” said Ganesh. “This is not the case with our premium sauces, which have a strong focus on getting the spice mixes just right to create a sensory explosion for our consumers.
“Every spice we use is sourced by our suppliers from India and Sri Lanka and then roasted and ground daily in our factory, meaning consumers can taste every flavour in each of our sauces.
“Consumers lead busy lives and often don’t have time to prepare a curry from scratch, yet ready-made products can lack the true taste and texture of traditional curry. Our sauces are easy to use and deliver all the flavour of a home-cooked meal in just twenty minutes,” she added.
The Flavours of India range is manufactured in a facility in Oxfordshire, which has the capacity to produce 2.5m pouches of sauce every year. The sauces have a long shelf-life and contain no artificial colourings, flavourings or preservatives.
The products are entirely gluten-free, meaning the sauces are suitable for people with Coeliac disease. All five cooking sauces are suitable for vegetarians with the Makhani, Masala and Jalfrezi perfect for those on a vegan diet.
Flavours of India cooking sauces launch at the Speciality & Fine Food Fair at London’s Olympia and are available in environmentally-friendly packs.
Visit Flavours of India on stand 671 at the Speciality & Fine Food Fair for a sensory explosion of Indian flavours.