Peters Food Service has launched the Sharwoods pastry bake range under license with Premier Foods

Peter's Food Service has launched the Sharwood's pastry bake range under license with Premier Foods

Premier Foods plc and Peter's Food Service have teamed up to produce a new chilled pastry bake range sold under the Sharwood's brand.

Peter's will manufacture, market and sell a range of naan-shaped pastry bakes in four curried variants.

Clare Morgan, marketing director for Peter's Food Service, said: "Consumers are already familiar with Indian cuisine in the chilled pastry category. We believe the rich, delicious flavours of the Sharwood's curry sauces, encased in a naan-shaped pastry bake with sprinkles, will resonate with avid chilled pastry consumers and new consumers alike."

A spokesperson for the Premier-owned Sharwood's brand added: "Coupled with the strong consumer equity of the Sharwood's brand, we are confident that the products will have wide market appeal and attract new consumers to the chilled pastry category."

Peter's manufactures products for Quorn Foods and last year agreed a deal with Heinz for the launch of the Heinz Big pastries.

The Sharwood's bakes will retail at GBP1.50 (US$2.39).

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South Wales pastry manufacturer Peter's Food Service has struck a licensing deal with Asian cuisine brand Sharwood's to launch a new range of Sharwood's chilled pastry bakes.

Working in partnership with Sharwood's brand owner Premier Foods, Peter's will manufacture, market and sell a new range of naan-shaped pastry bakes so that consumers can ‘serve up some excitement' to their day with a new way to enjoy their favourite Sharwood's curry sauces at any time, in any place.

Filled with the authentic Sharwood's flavours that curry fans know and love, the new range of 150g pastry bakes will be available in Chicken Tikka Masala, Chicken Madras, Chicken Balti and Chicken Korma.

With a recommended retail selling price of £1.50 the pastry bakes offer great value for money.

They can be enjoyed either hot or cold at any time, in any place.

Delphine Grauf, Marketing Controller Sharwood's said: "Sharwood's is renowned as the UK's number one brand for Asian cuisine, allowing consumers to create delicious curry and Chinese nights at home. Our Indian products are particularly popular, accounting for 63% of total retail sales".

"With the introduction of these products, consumers can now enjoy our flavoursome Indian curries any time.

"Coupled with the strong consumer equity of the Sharwood's brand, we are confident that the products will have wide market appeal and attract new consumers to the chilled pastry category."

The category extension marks a new era for Sharwood's, with the brand currently ranging cooking sauces, naan breads, crackers, noodles, poppadoms and mango chutney.
Clare Morgan, Marketing Director for Peter's Food Service said: "Consumers are already familiar with Indian cuisine in the chilled pastry category.

"We believe the rich, delicious flavours of the Sharwood's curry sauces, encased in a naan-shaped pastry bake with sprinkles, will resonate with avid chilled pastry consumers and new consumers alike.

"We are delighted to be working with such a well-loved brand to bring this new range to market."
The Sharwood's chilled pastry range will launch exclusively in Asda in October.

Original source: Peter's Food Service