Posted: 27/08/2019

Surrey producer seeks national market after rebrand


A gourmet Indian frozen ready meal producer has undergone a major rebrand in aid of pursuing national distribution. 

Surrey Spice – set up by owner Mandira Sarkar three years ago – will now be known as Mandira’s Kitchen as it looks to gain listings outside the south east of England.

“We currently supply 30 shops but we’re ready to go national now and are looking to work with a distributor,” said Sarkar, speaking to FFD about the rebrand. “We’re hoping to roll out to 100 shops in the next 12 months.”

The rebrand has been rolled out across the 16-strong range of Indian meals from its vegetable pulao (trade price £4, RRP £7) to the higher priced lamb-based keema mattar (trade price £6, RRP £8.50-8.99). The producer has also added accompaniments for the ready-meals including a pineapple chutney, tamarind chutney and organic ghee. 

The Surrey-based business worked with design agency Nude Brand Creation for the major rebrand and name change, which Sarkar felt was restrictive to that location. 

“Now, the word Kitchen reinforces that these products are not produced in a factory and instead suggests family and artisan,” she said. 

It was Sarkar’s saris that inspired the decorative logo on the new branding which features a cooking pot over a flame and the tagline ‘Quintessentially Indian’, a nod to her Indian heritage and English home. 

“I wanted to emphasise that our products are made in the traditional way,” she said. “When you see Indian food brands there is a lot of chilli and spice imagery, but I wanted to us to look cleaner and vibrant while creating a design that was personal to me.”

mandiraskitchen.com

This story appeared in the August issue of Fine Food Digest. You can read more on the digital edition here.

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