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11th January 2022

Laila launches spice range into national retail

TOP 3 UK rice brand 1 Laila is expanding into spices with the launch of five new lines into Asda this month. The range spans classic store cupboard, spice staples including turmeric, coriander, chilli and cumin powders, together with crushed chilli flakes.

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Laila launches spice range into national retail

TOP 3 UK rice brand 1 Laila is expanding into spices with the launch of five new lines into Asda this month.

The brand extension sees five new products added to the Laila range, all under the ‘Laila Naturals’ banner. The range, packaged in 100% recyclable film 2, follows the brand’s recent move into lentils, beans and flours. The range spans classic store cupboard, spice staples including turmeric, coriander, chilli and cumin powders, together with crushed chilli flakes.

It comes as industry sources have warned price hikes in spices is driving inflation across a raft of products with spices, garlic and ginger estimated to have risen up to 50% in some cases.3 Coming in at a highly competitive price point, the range extension couldn’t have come at a better time for UK households squeezed by rising energy costs and high levels of inflation.

The ‘Laila Naturals’ range taps into wholefood and vegan trends using the tagline: ‘Bringing nature into your home’ and is currently celebrating Veganuary online with a selection of inspirational Vegan recipes.

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Surya Foods Managing Director Harry Dulai explains:

‘Laila Naturals is a range dedicated to bringing the best plant produce from around the world, rich in natural proteins, fibre, iron, antioxidants, vitamins and minerals, to UK consumer so they can enjoy nature’s power houses at home.

We are continually looking for ways to evolve our brand for consumers who have come to know and trust the Laila brand – which is synonymous with quality, authenticity and great value – and this has been a natural brand extension.’

Laila brand new range

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Laila Naturals pulses range includes; Chickpeas, Red Spilt Lentils, Brown Lentils, Green Lentils, Chana Dal (Split Chickpea), Red Kidney Beans and Mung Beans. Meanwhile six flours were also introduced to the range including Laila Chapatti Flour; Cornmeal Polenta; Coarse and Fine, Semolina and Laila Ground Rice. Many of the products are staples of classic South Asian and Middle Eastern dishes.

Selected items from the Laila Naturals lentils, beans and flour range are listed with Morrisons, Tesco, Asda and T J Morris. The lines are also performing well at independent retail.

The Laila rice range features its top-selling classic basmati, together with an extensive line up of popular rice varieties from around the world including Jasmine; Golden Sella Basmati; Easy Cook; Tosyo; Baldo; Long Grain; Glutinous; Broken Basmati; Ponni and Sona Masoori. Expanding rapidly in recent years the Laila brand now includes a complete range of flours, pulses, grains, ghee butter, pickles, 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.

Laila Naturals new spice range is available in 250g – 300g packs with RRPs ranging from £1.50 to £2.00. Website: www.lailafoods.com

References

1 Nielsen 2021
2 Laila Spices packaging is made from 100% recyclable low-density polyethylene plastic, abbreviated as LDPE, which is widely recycled in the UK. Customers are, however, always advised to check with their local authority as recycling schemes vary across the UK.
3 The Grocer, Spice price hikes set to cause inflation across raft of products, suppliers warn. November 2nd, 2021