BakeMark UK launches new product for Indian snack market

Related tags Marketing Vegetable

BakeMark UK, subsidiary of Dutch ingredients firm CSM, is hoping to
cash in on the rapidly growing UK market for Indian foods,
announcing yesterday the launch of a new Indian snack product.

Spicy Naans, which target the on-the-go consumer group, are naan-style pastry cases made with yoghurt and containing either a vegetable or a chicken filling.

The product launch is an attempt to capitalise on the huge market for Indian foods, currently valued at £488m (€709m), with Indian snacks growing at 43 per cent annually, according to market research company AC Nielsen.

"The introduction of Spicy Naans is a natural step for BakeMark UK, given the rapid growth of the Indian snacks market,"​ said Kerrie Hampson, the company's head of marketing.

Last month UK supermarket giant Tesco launched a new Indian poppadom and dip product, while competitor Sinsbury's launched an Indian snack selection and raita dip in the same month.

Spicy Naans, which BakeMark UK claims score particularly well on the high ratio of filling to pastry, are supplied frozen in bulk, need baking for 18 minutes and can be kept in a hot cabinet for up to one hour.

"In development trials with potential customers, the products have already been extremely well received,"​ said Hampson.

"The key to keeping ahead in the bakery snacks sector is differentiation through quality, value and innovation. BakeMark UK matches successful NPD with monitoring and anticipating consumer trends- enabling our customers to maximise the potential,"​ she added.

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