Asda Unveils New Indian Curry Collection


Walmart’s UK based subsidiary Asda has redeveloped 50 traditional Indian dishes in their ready meal curry private brand range with the help of expert Indian chefs.

asda-curry-rangeAsda innovation chef Mark Richmond developed the new line with experts including Rehan Ahmed, whose career started back in India in his mother’s catering business before working at some of India’s finest restaurants and hotels, luxury airlines and cruises.

Rehan said: “You can’t make curry in a hurry! That’s why the spices and onions for Asda’s ready meals are cooked on a low heat to caramelize, and why the sauces are all slow simmered to perfection.

“The lamb, beef and chicken are pre-marinated in Indian herbs and spices before being cooked to make them more flavorsome.”

asda-packagingThe line includes Keralan Prawn Curry, Lamb Bhuna, Beef and Black Pepper Masala, Chicken Butter Masala, Lamb Rogan Josh and Vegetable Balti.

Prices start from just £1 for starters and 38p for sides and dips – and we have a special introductory price on our curries which are £2, curry boxes which are £4 and banquets boxes which are £6 until the October 27th. The prices from then are £3 for the curries, £6 for curry boxes and £9 for banquet

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.