Patak’s embarks on £5m relaunch

Monday, 14 September 2009

The Patak family first came to the UK in 1957, where they embarked on selling authentic Indian products including pickles and chutneys. Over fifty years later, Patak's is poised to embark on a £5m relaunch campaign.

Building upon Patak's position as market leader the multi-million pound relaunch will feature striking new packaging, new and improved recipes, innovative new products and heavy weight consumer and shopper support including an emotive new TV advertising campaign.

The Patak's relaunch is designed to attract new consumers to the ambient Indian food category, as well as extending its appeal to current consumers, with a number of innovative products.

Patak's new ‘oven bake' Biryani Sauce range is the first oven-baked Biryani sauce to the market. Designed to be
poured directly onto uncooked rice and placed in the oven for 35 minutes, the sauces' unique offering provides consumers with a convenient alternative to existing Biryani products which need to be cooked on the hob.

Available in 3 variants, the sauces offer an easy short cut to producing a classic favourite that is both authentic and to restaurant standard.

Meanwhile, family favourite Butter Chicken is being introduced to the Patak's sauce range - the first ever Butter Chicken recipe to appear in the ambient aisle.

Additions to the range also include new restaurant quality side dishes Easy Saag Aloo, Easy Mushroom Bhaji, Easy Bombay Potato and Easy single-use paste sachets.

Patak's range of 11 cooking sauces have been reformulated with improved recipes ensuring the brand continues to have the best taste profile in the competitive set.

Meanwhile pastes, which are currently the sector leader with a 92% market share are now available with reduced salt and fat levels, in accordance with forthcoming GDA guidelines.

The brand's packaging will be refreshed with a vibrant, strong, authentic new design featuring easy to use back of pack information and will be rolled out across all products in the range. Following successful consumer research, the new look is sure to create strong stand-out on shelf and at fixture - reinforced with strong, simple SRP communication differentiating the ranges.

The relaunch will be spearheaded by a heavyweight national TV advertising campaign with a media spend of £3.5 million (airing mid October 2009) and will reinforce the brand's strong family heritage with the emotive strapline - Patak's, Why Britain Loves Curry.

Complementing the TV advert, through the line marketing activity will include an extensive national PR campaign, a new website, merchandisers, and a loyalty programme. There will also be a million pound investment in shopper-focused marketing activity such as sampling, shelf barkers and added value promotions.

Source: Pataks

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