Supplier Pilgrim’s Europe says it is producing almost two million additional chilled ready meals for National Curry Week this week.
The food producer has launched more than 20 new curry lines in partnership with its leading retail partners, it explains.
The initial period of ramping up production and innovation is “capitalising on the value sales uplift associated with National Curry Week, with figures up 15% during the period last year,” it says.
Jason Winstanley, head of research and insight at Pilgrim’s Europe, said: “National Curry Week has become one of the biggest foodie occasions of the year. In the four weeks around National Curry Week last year, sales of Indian chilled ready meals rose by 15%, including a 12% increase during the two-week build-up and a further 5% uplift during the week itself.
“This year we’re expecting that appetite to grow even further. In response to consumer demand, we’ve already produced close to two million additional chilled ready meals in the run-up to and during National Curry Week, reflecting just how deeply Britain’s love of curry is woven into our mealtime habits.”
The opportunity within more premium Indian cuisine is particularly exciting, Winstanley says. “While curry is one of the UK’s most loved dishes, the segment has historically under-traded in premium tiers.
”This provides a unique opportunity for our customer partners and we’re delighted to use our skills and expertise to produce additional ranges focused on authentic regional recipes, richer sauces and named ingredients - everything consumers expect from a truly special meal.”
Pilgrim’s brands include Richmond, Fridge Raiders, Denny, Galtee, Rollover, Oakhouse and Moy Park.
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