Waitrose has expanded its No.1 range with seven new premium Indian ready meals, responding to increased demand for Indian cuisine.
- The range includes dishes like Ruby Chicken Masala, Slow Cooked Beef Madras, and Chicken Tikka Samosa with a tamarind and date dip.
- Searches for Indian cuisine have surged on Waitrose.com, with terms like ‘Indian meal for two’ up by 315%.
- Social media trends also highlight a 60% increase in ‘Indian curry’ searches on TikTok, indicating a growing interest in Indian flavours.
- The expansion is part of a broader strategy to cater to the rising demand for gourmet ready meals, focusing on quality and authenticity.
Waitrose has expanded its No.1 range by introducing seven new premium Indian ready meals. This initiative aims to satiate the growing interest in Indian cuisine, evidenced by the recent surge in related searches on their website. Among the new offerings are Ruby Chicken Masala, Slow Cooked Beef Madras, and Chicken Tikka Samosa with a tamarind and date dip.
The demand for Indian food has seen a remarkable increase, with searches on Waitrose.com for ‘Indian meal for two’ increasing by 315% and ‘Indian food’ by 69% compared to the previous month. This trend highlights a significant shift in consumer preferences towards Indian flavours within the ready meal sector.
On social media, the interest in Indian cuisine continues to rise. TikTok has reported a 60% increase in searches for ‘Indian curry’, reflecting consumers’ growing enthusiasm for exploring diverse culinary experiences. Furthermore, searches for ‘comfort meals’ have risen by 91%, indicating a broader tendency towards home-style dining options.
The Waitrose product developer, Manisha Kotecha, emphasises the focus on quality and authenticity in their premium Indian meals. She states: ‘Due to the growing appetite for gourmet ready meals, we have launched a premium Indian ready meal range at Waitrose, designed to allow customers to enjoy the flavours of this cuisine.’
The introduction of these new meals is part of a larger endeavour by Waitrose to enhance its No.1 range, which was relaunched in June with nearly 200 new and improved products across various categories, including desserts, bakery treats, and fresh meat and fish. Last month, 27 new and improved products were added to their confectionery range.
Waitrose’s expansion of its premium No.1 Indian ready meal range highlights a strategic response to the rising demand for authentic and quality Indian cuisine.
