Ready to eat food specialist Simpsons of Manchester is spicing up the UK’s ethnic food market with the relaunch of the Shere Khan® Restaurant food brand. Simpsons has entered into a licensing agreement with the Shere Khan® Restaurant chain to redevelop and market Shere Khan® Restaurant products. Initially, the company is launching a range of seven cooking sauces in 425g microwavable pouches, with a see through window to highlight the product quality. The sauce range comprises the following traditional curry sauces: Balti, Jalfrezi, Karahi, Korma, Tikka Masala, Vindaloo and Madras.
The range does not feature any artificial flavours or colourings, and is also free from starch and thickening agents.
Bryan Cooke, Simpsons Commercial Manager, says the Shere Khan® sauce range (rrp £1.99) has outperformed all competitive products in extensive taste tests and will appeal to people who want to make restaurant quality curries at home.
“We have worked closely with the chefs at Shere Khan® Restaurant to develop a range of curry sauces that we believe sets a new quality standard in this major sector of the ethnic food market. Shere Khan® Restaurants are renowned for their quality, and we intend to emulate their success in the retail sector.
“Interest in the range is such that we have already received orders from Belgium, Spain, France, Mexico and the USA, with enquiries from many other countries expected to follow.”
Plans are also underway to extend the Shere Khan® Restaurant brand beyond curry sauces. Development of microwavable rice, stir in pastes, chutneys, mini poppadoms, and canned chick pea dhal and Bombay potato is at an advanced stage. All products will be launched by September.
Simpsons will be supporting the Shere Khan® Restaurant brand with national PR and advertising campaign and a dedicated website, www.sherekhanrestaurant.co.uk.