After initially meeting at international food trade show SIAL Paris in October 2014, frozen Asian snack food brand Cafe Asia is launching in Iceland’s six Food Warehouse stores throughout the UK from 13 May, with hopes of a national roll-out.
Trading for over 30 years, Cafe Asia is a family-run business producing authentic frozen Asian snack food products with a contemporary twist. Every product uses real herbs and spices and fresh ingredients, with no artificial additions. Ingredients are carefully sourced and quality is regularly benchmarked to ensure unique and delicious handmade, home-style snacks that meet Cafe Asia’s exacting standards.
The deal forged with Iceland is testament to Cafe Asia sticking to its guns, producing only authentic recipes that are kitchen quality from a mass production factory. The brand has a strong focus on new product development and a commitment to an ever-expanding range of authentic Asian products that are accessible to a Western audience.
In addition to ensuring high quality and authenticity, Cafe Asia products are also optimised for convenience: all can be prepared either via oven or microwave. The four wrap varieties – duck, lamb, onion bhaji and chicken tikka – can all be microwaved from frozen in just two minutes.
The Food Warehouse from Iceland was first introduced in September 2014: a new concept consisting of larger stores that feature new and exciting high quality product lines and bulk buy offers in addition to Iceland’s core ranges. Every one of the six Food Warehouse stores, located in Cannock, Pontypridd, Old Kent Road (London), Rochdale, Trent Vale and Wrexham, will stock the ten core frozen Asian snack food lines from Cafe Asia from early May in dedicated Cafe Asia branded freezers, with the brand hoping that this will lead to a national roll-out to regular Iceland stores throughout the UK.
Says Nigel Broadhurst, joint managing director of Iceland Foods, said: “We were blown away with the quality and presentation of the Cafe Asia range when we saw it at SIAL late last year, so we have listed a wide range in our warehouse stores as a test. If this test goes well, we plan to extend the listing to a large number of our 850 stores.”
Amit Bhavsar, managing director of Cafe Asia, said: “We are excited to be working with the Food Warehouse from Iceland, with this listing providing us with the opportunity to introduce our authentic Asian snack food range to a far wider audience. We believe that our combination of authentic and delicious flavours, our commitment to quality and our fair prices will be popular amongst those looking for high quality snack foods that are designed for convenience.”