Geeta’s widens range with 4 new roti flatbreads

Premium Indian food brand Geeta’s, the fastest growing brand in ambient Indian at +50 per cent YOY, has introduced a range of new Roti Flatbreads as part of its mission to become the brand of choice for exciting Indian flavours.

The range of four flavourful and versatile street-food style flatbreads is designed to liven up any Indian meal as well as to inspire creative cooks to enjoy the real flavours of India in a variety of healthier meals and snacks.

The new 9-inch, soft and flexible Roti Flatbreads come in four flavours – Sweet Mango & Coconut, Five Seed & Ground Cumin, Spinach & Garlic, and Sweet Onion & Paprika – and are perfect for wrapping and rolling. Each pack contains four breads, just right for two people. Ready to eat, or they can be heated in a pan, microwave, or oven.

Attitudes to Indian cuisine are changing following two years of in-home "fake-aways". Consumers are more confident in the kitchen and are more interested in naturally healthy, flavoursome food; shoppers now expect light and clean Indian cuisine with an uncompromising commitment to flavour. They are looking to try new flavours, cuisines and cooking styles and challenge themselves to try out different dishes.

“Indian flavours have widespread consumer acceptance and appeal across a range of meal and snack occasions," said Nitesh Shah, Director of Business Development. "This, coupled with the fact that shoppers are familiar with the versatility of flatbreads from other cuisines, presents a huge opportunity for our new Roti Flatbreads to invigorate the Indian Breads fixture and give consumers more ways to enjoy Indian flavours.”

Breads is the second largest category in ambient Indian, worth £62 million. Through the lockdown period, this category had been growing strongly by 8.3 per cent year on year, with flavoured breads growing fastest as consumers look for more flavour to recreate authentic experiences at home. But growth has stalled, with little to no product development over the last twelve months and the category is ripe for innovation. Shah estimates that, “the introduction of Geeta’s new Roti Flatbreads has the potential to add £2.5M to the category, mainly incremental sales driven by increased usage opportunities that aim to give shoppers something flavoursome to accompany a wide range of meal and snack occasions.”

Geeta’s Roti Flatbreads are launching alongside Geeta’s existing range, with £0.5m of above-the-line marketing investment over the next 12 months. This includes Sky TV, digital, social media, PR and experiential marketing framed around the brand’s "Made In India, Loved In Britain" campaign.