Leading premium Indian food brand Geeta’s, whose range of Indian chutneys, pastes and marinades includes the UK’s number one mango chutney, is building on impressive distribution growth within the UK multiple retail trade with the introduction of price marked packs on key lines to support the independent and wholesale channels.
The price marked packs will be available from October onwards on the following product lines:
- Geeta’s Premium Mango Chutney 230g, £1.99
- Geeta’s Premium Mango & Chilli Chutney 230g, £1.99
- Geeta’s Lime & Chilli Chutney 230g, £1.99
- Geeta’s Tikka Curry Paste Pouch 80g, £1.19
- Geeta’s Korma Curry Paste Pouch 80g, £1.19
- Geeta’s Butter Chicken Paste Pouch 80g, £1.19
Geeta’s has also announced it is investing £1million in its first ever national TV advertising campaign.
Premiering on 1st October, the ad, which showcases Geeta’s chutneys as part of its Real Flavour of India campaign, will run on ITV, Channel 4 and other national UK channels for the month of October, incorporating National Curry Week (3-9th) and Diwali (24th).
Aimed at bringing the Real Flavour of India to more UK households, the campaign will be supported by PR, social media and instore activity across the four week period.
Geeta’s marketing director, Eleanor Bridgman, said: “Indian food is the UK’s second most popular cuisine, and we want to help UK consumers unlock the real flavour of India in all meal and snack occasions. Our TV advert showcases the infinite versatility of our chutneys, including Premium Mango Chutney, the UK’s number one mango chutney1. The Geeta’s brand is beating Indian category performance with +6% growth1.”
In order to deliver a strong growth ambition, Geeta’s has further strengthened its management team, welcoming Steph Nixon to the role of Head of Supply & Logistics. Steph joins the team from AB World Foods with a background in demand planning and retail category management.
David Page, Geeta’s Executive Director, adds: “Steph’s appointment to Geeta’s senior team is a key part of our ambition to continue to build on our very strong and leading position in chutneys and bring new consumers to the Indian category.”
Geeta’s is the only brand bringing new consumers into the Indian category2. In Pickles and Chutneys, Geeta’s, whose brand share has grown to 20%, is now the number two brand in the category ahead of Pataks1.
Geeta’s chutney range includes four core SKUs (Premium Mango, Premium Mango & Chilli, Lime & Chilli Chutney and Pomegranate & Mango Chutney) which are available in all major UK supermarkets, independent retailers and wholesalers.
1Source: Nielsen MAT 7 Sept 2022
2 Source: Nielsen MAT 23 April 2022
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