Associated British Foods has taken its Indian spice brand, Patak’s, into the frozen ready meal market.
UK supermarket Tesco will become the exclusive seller of a range of six Patak’s frozen ready meals. The range will be made by The Authentic Food Company, under licence from AB World Foods Limited.
All the curries are free-from artificial colours, flavours and preservatives. Each curry is served with a pilau rice accompaniment and can be heated in the microwave or oven.
Chris Crosby, head of product development at AB World Foods, said: “Patak’s have pioneered curry in Britain for almost 60 years and the new selection sets out to raise the bar in the ethnic frozen ready meal category. We’re bringing the same quality and depth of flavour to frozen curry that we’ve always offered with our curry sauces.”
The new Patak’s frozen meals selection features six variants: beef madras, chicken korma, chicken vindaloo, chicken tikka masala, king prawn balti and roasted vegetable jalfrezi.
The range launches this week and each product has GBP2 (US$2.91) price point.