Sharwood’s adds healthier Indian offering with reduced fat pastes

Sharwood’s is introducing a healthier option to its range with the launch of 30% Reduced Fat Pastes. Available in Tikka Masala, Madras and Korma flavours, the pastes allow home cooks to create flavourful and rich curries with ease, whilst cutting down the fat content in dishes.

The cooking sauces, kits and accompaniments category is performing well and has experienced growth in the last year, with 93.2%^[1] penetration across UK consumers. With Sharwood’s 30% Less Fat Indian Sauces, we have already seen retail sales value of £4.2m^[2], showing a clear appetite for healthier, yet convenient sauces and accompaniments. The new pastes join the existing Sharwood’s range of healthier options including the 30% Less Fat Sauces, Low Fat Poppadoms, Low Fat Mini Naans and Sharwood’s 30% Less Sugar Stir Fry Sauces.

Consumers claim that health concerns are a key barrier to their consumption of cooking sauces, kits, and accompaniments^[3]. Sharwood’s is continuing to bring better-for-you innovation to the category with its new 30% Reduced Fat Pastes that maintain the high-quality flavour that Sharwood’s is known for. The launch aims to attract those seeking heathier products and are suitable for people looking to create quick dinners that do not compromise on taste.

Andrey Sokirkin, global marketing director for cooking sauces and accompaniments at Premier Foods, said: “Premier Foods has been leading the way in offering consumers healthier options that maintain great taste and the new Sharwood’s 30% Reduced Fat Pastes are the latest in this offering. The Sharwood’s healthier range is set to appeal to health-conscious shoppers  – particularly younger people who are seeking ‘better for you’ options from across our portfolio.”

[1] KWP, data to Sep’3rd 2023, L52W

[2] Circana, Circana Groceries, L52W, data to Sep’23rd 2023

[3] Toluna Questionnaire April 2023 – 415 shoppers Key Barriers to CS&A consumption