Patak’s reacts to new British taste for spice

Posted by Nicole Eckersley on 8th June 2011

The ethnic cuisine arm of Associated British Foods, AB World Foods, today announced plans to extend its Patak’s Indian sauce range with a Hot & Spicy line.

The manufacturer said that it is launching the range in response to consumer demand for hotter food.

According to the manufacturer, research has found that British consumers are eating food over 400 times hotter than during the 1960s, “reflected in the 20% rise in sales of hot food products over the last year,” and in the 42% rise in fresh chilli pepper sales.

The range will feature three varieties – hot Tikka Masala, extra hot Vindaloo and extra, extra hot Phal.

Patak’s said that hotter curries like Phals and Vindaloos have been served in UK curry houses for many years and the launch of the Hot & Spicy range the manufacturer’s “ongoing objective to allow consumers to re-create the Indian restaurant experience at home”.

“With consumers’ palettes becoming more acclimatised to heat, the Hot & Spicy range allows consumers to ‘spice up’ up suppertime, recreating the restaurant experience at home, in only 30 minutes,” said AB World Foods marketing controller Tracy Hughes.

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