The UK’s number one premium Indian chutney brand*, Geeta’s, is to benefit from a packaging refresh to be rolled out from July, including a new design and smaller jar sizes across all its chutneys, as part of its mission to educate Britain’s condiment-loving consumers about the versatility of Indian chutneys for all meal and snacking occasions, not just a curry.
Geeta’s flagship product and the UK’s favourite* authentic Indian chutney, Geeta’s Premium Mango Chutney, was established in the UK almost 30 years ago and continues to lead the way for the brand. Renowned for its authenticity and provenance – made in India and inspired by a family recipe – it is a firm favourite of Jamie Oliver, featuring several times in his recent TV shows and cookbooks, as well as other high profile and celebrity chefs.
It is this authenticity and ‘real flavour of India’ influence that has been brought to the fore in the revamped pack design, which now incorporates a design inspired by traditional Rajasthani artisan block printing, using vivid accentuated colours printed on foil, to give a contemporary look and feel that will further make the products stand out on shelf.
In addition, as part of the redesign the pack size has changed too. Geeta’s Chutneys (including Geeta’s Premium Lime & Chilli Chutney, Geeta’s Mango & Chilli Chutney and Geeta’s Mango & Ginger Chutney) will move to a smaller hexagonal jar (circa 230g), which with a lower MRSP of £1.69 will enable them to be enjoyed by a wider consumer base, making its premium quality chutneys accessible to more consumers and be suitable as everyday treats.
Nitesh Shah, Director of Business Development at Geeta’s explains: “As consumers are looking for more variety in their cupboard, smaller pack sizes are becoming increasingly popular and seeing category enhancing growth (+14.4%)*. Geeta’s hopes to further increase its share with these changes.”
Geeta’s Premium Mango Chutney will continue to be widely available in 320g, and will also be available in the smaller 230g, a size that is ideal for convenience stores, and smaller independent retailers.
The company is also currently launching several new chutney varieties to add further variety to its range and extend its position as one of the leading Premium Chutney brands on the retail shelf, including Premium Tomato & Chilli Chutney, Premium Sweet Lime Chutney, and Premium Pomegranate & Mango Chutney. Geeta’s has also launched a Premium Lime Pickle, which is another staple Indian condiment within UK consumers’ Indian meal.
Comments Nitesh Shah: “As consumer spending on ambient ethnic food continues to grow, and with Indian products contributing to over 90% of penetration growth of ethnic cuisines*, as premium chutney category leaders, we are ideally placed to actively appeal to consumers who are focusing more on flavours, not just cuisines. Geeta’s is all about inspiring consumers to add great tasting Indian flavours to all meals and snacks, thereby offering retailers opportunities to boost incremental sales.
“Our core range of chutneys, all of which are vegetarian, vegan, and gluten free, offer versatile flavours that can be adapted to a variety of usage occasions. Our job now is to educate the consumer and ensure retailers stock our full range.”
To support the chutney range revamp, Geeta’s is undertaking an extensive consumer marketing campaign for 2019 aimed entirely at encouraging trial and promoting wider chutney usage.
The brand’s new marketing campaign, ‘Made in India: Loved in Britain’, embraces the heritage and authenticity of the products, while showcasing popular everyday usage suggestions from across the UK for Geeta’s chutneys – whether it’s ‘Dipped in Dalston’, ‘Glazed in Glasgow’ or ‘Marinated in Monmouth’. This features in mouth-watering videos and photography appearing across multiple digital platforms, both online and offline.
A PR and social media campaign further reinforces the use of these Indian flavours for different meal occasions as well as raising brand awareness and engagement. Geeta’s is also undertaking a national consumer sampling roadshow across the UK, including a number of the UK’s top shows ranging from Countryfile to BBC Good Food and the RHS Gardening Show, aiming to sample to over 100,000 people.
Geeta’s Indian chutneys are available in most major retailers, 320g (MRSP £2.09) and 230g (MRSP £1.69).
Geeta’s products are distributed by Petty Wood & Company Limited. For further trade information please contact Nick Peters on 01264 345500.