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April 9, 2008

AUS: Passage to India sauces launch in US

Australian manufacturer Passage Foods is launching its most popular sauce range, Passage to India, in the US.

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.

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