Tuk In Foods, the Leicester-based Indian food brand, has landed a listing in Sainsbury's frozen aisle, with a full range of naans and sides rolling out from 27 September.
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The move extends the brand from the chilled food-to-go aisle, where it says sales of its filled naans have grown 37.6%. The frozen line-up covers a Chicken Tikka Curry in a Naan and a Butter Chicken Curry in a Naan, alongside two sides, Onion Bhajis and Chicken Tikka Samosas, to round out a meal. The brand says its products are made without artificial additives or preservatives.
Founder Thomas Cropper is pitching the freezer as an underused space for the category. "The frozen aisle is fast becoming a hotbed of innovation and excitement, but for too long, Indian food has lagged behind in this area of the store," he said.
For Tuk In Foods, the listing is a bid to reach shoppers across more occasions, from work-from-home lunches to quick dinners. "For Tuk In Foods, frozen is the next chapter for convenience, not a step away from it," Cropper added.
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