Australian manufacturer Passage Foods is launching its most popular sauce range, Passage to India, in the US.
The Simmer Sauce range, consisting of five flavours — Rogan Josh, Tikka Masala, Butter Chicken, Korma, and Vindaloo — are being launched in a bid to target an Asian American demographic that now constitutes around 5% of the US population.
“We are seeing sizeable growth in the consumption of Asian-influenced foods,” said Passage Foods USA founder Jennifer MacKenzie. “The ethnic food market is a US$75bn industry in the US and while Hispanic foods remains the category leader, the Asian retail segment is valued at near $3.5bn.”
The Asian restaurant segment grew over 13% in 2007 and the number of retail grocery offerings are increasing as more as people try cooking Indian, Thai and Asian foods at home.