Laila is launching a range of traditional Indian table sauces, spanning chutneys, pickles and a selection of easy cook dals and biryani kits. The range spans the kalodiscope of colours that is Indian cuisine – celebrating each regions distinct flavours.
Eighteen new lines have achieved listings with selected Sainsbury’s, Asda and Morrisons stores in the run up to Diwali. The new range is aimed at giving consumers access to traditional India flavours in minutes.
The range spans the kalodiscope of colours that is Indian cuisine – celebrating each regions distinct flavours.
Laila’s new biryani kits offer a taste of royalty as they recreate the flavours of the Mughal Empire with traditional recipes from meaty and spicy Hydrabadi to the more floral Lucknowi style dish.
Meanwhile its new, ready to cook, range of sauces deliver Indian classics in minutes and includes Chana Masala, Dal Makhani, Dal Tadka and Rajma Masala
The ready to cook ranges and biryani kits also see the launch of Laila’s latest CSR project ‘Buy a meal, gift a meal’.
Speaking about the initiative Surya Foods Managing Director, Harry Dulai, said:
This range is aimed at helping UK cooks make authentic and tasty Indian food in minutes while, simultaneously, enabling them to ‘gift a meal’ to someone in need. We wanted to create a really simple mechanic so consumers could instantly appreciate the impact of their gift to underprivileged families and communities in India. Every Laila ready to cook meal purchased helps feed one person in need.
Laila’s chutney and pickle lines include the much-loved classic Mango chutney, together with more adventurous offerings like Kathiawadi Chilli Pickle – each jar inspired by authentic Indian recipes handed through generations.
Laila’s sauce range travels the length and breadth of India capturing the distinctive flavours of Bombay (Mumbai), Kashmir, Goa, Jaipur, Kolhapur and Gurarat and includes Goan Chilli and Coconut Sauce and Bombay Coriander and Mint Sauce.
Laila has also recently launched festive Diwali NPD aimed at both an ethnic and mainstream audience.
The NPD includes a gold, foil wrapped hollow chocolate elephant, together with a promotional 2kg Laila rice gift box which includes a Laila elephant soft toy. The festive Diwali chocolate elephants are going into over 1000 Tesco stores, while the 2kg gift boxes have secured listings with Tesco, as well as other major retailers including Asda, Sainsbury’s and Morrisons.
The launch is part of Surya Foods vision to see Diwali celebrated multiculturally in the UK. Diwali, also known as the ‘festival of lights’, takes place on October 24th this year. The festival is marked by Sikhs, Hindus and Jains. The UK is already home to some of the biggest Diwali celebrations outside of South Asia.
The Laila rice range features its top-selling classic basmati, together with an extensive line up of popular rice varieties from around the world. Expanding rapidly in recent years the Laila brand spans classic store cupboard staples including a complete range of flours, pulses, grains, ghee, sauces, pickles, chutneys, spices and curry pastes.
The full Laila brand is worth over £70m and continues to enjoy a leading presence at national and independent retail as well as being present in over 30 countries worldwide.