Adding Indian Pizzazz to the Food-to-go Market

The food-to-go market is being given a thorough shake-up by Global Fine Foods, with the launch of its chilled Naanster range of folded naans, which contain rice and either vegetable tikka, chicken tikka or balti chicken.

Launched at the Food & Drink Expo at Birmingham’s NEC, the Naanster range is the Indian equivalent of a pie or hot wrap which, expected to retail for about £1.99 each, can be microwaved in just two minutes.

Sales director of Global Fine Foods, Naynesh Karia, explained: “We spent a long time developing the product as we wanted to ensure the naan bread was absolutely right. If you don’t get naan bread right it can end up like a Frisbee after being microwaved!”

Naansters have been available since 2008 in an unbranded format through foodservice outlets such as cafes and colleges, and will also be sold unbranded at the London Olympics. However, in no doubt it could also make its mark as a retail brand, Naynesh said: “This is not a fad. We truly believe this has the possibility to be the next big thing and is here to stay.”

Based in the heart of the UK in the city of Leicester, Global Fine Foods first opened its doors for business in 1996 and is known primarily for working in the food service and own label markets, even though it does make the Bombay Curry Co range for Costco.

Yet with the company already planning extensions to the Naansters range, in addition to having had discussions with major football clubs about carrying it in food outlets at their grounds, it does seem as if the food-to-go market is being primed for an exciting and successful new brand.

Contact – Naynesh Karia – 01162767111 0r 07973 639 672. Emial – [email protected]