UK-based Asian food brand Sharwood's has launched into the branded 'big bag' snacks and ambient dips categories for the first time, as part of a company drive to extend beyond main evening meals.
 
The new snacks range comprises of Mini Puppodums with crushed cumin seeds, Mini Puppodums with Sea Salt, Mini Puppodums with Tikka spice and black pepper, and Mini Prawn Crackers with chilli.

The company said that all are made using traditional methods, with the puppodums handmade in Southern India and dried naturally in the sun, and the prawn crackers sourced from Indonesia. 
 
Sharwood's is also launching three complementary Asian dips including Bengal Spiced Tomato and Red Pepper Dip, Green Label Mango Chutney and Chilli Dip and Sweet Red Chilli Dip.
 
The new Asian Snacks range are packaged in 70g foil packs, while the Asian Dips come in 260ml glass jars, and both retail at GBP1.39 (US$2.61).

Sharwood's senior innovations manager Tom Andrews said: "We believe that the Asian sector of the Big Bag snacks category is still under-developed and that there is significant growth potential.  The popularity of Asian food continues to grow rapidly, but what's needed in the snacks category is a recognised brand with strong Asian credentials to tap into this trend."
 
The launch is being supported by a GBP3m communications campaign commencing this month with print advertising, in-store introductory price promotions and a consumer PR and sampling campaign.