Geeta’s diversifies into breads category with roti launch

Indian food brand Geeta’s has expanded its ambient offering with the launch of a new range of Roti Flatbreads.

The new wrappable flatbreads are the first step towards Geeta’s vision to “add the real flavour of India” beyond its mango chutney range.

The new 8-inch, soft and flexible Roti Flatbreads come in two flavour varieties, Five Seeds and Sweet Onion & Paprika, with more flavours in the pipeline.

The flatbreads are ready to eat or can be heated in a pan or microwave. Each pack contains four breads, which is a portion for two people.

Eleanor Bridgman, director of marketing at Geeta’s, said: “Indian flavours have widespread consumer acceptance and appeal across a range of meal and snack occasions. This, coupled with the fact that shoppers are familiar with the versatility of flatbreads from other cuisines, presents a huge opportunity for our new Roti Flatbreads to invigorate the Indian Breads fixture and give consumers more ways to enjoy Indian flavours.”

According to Geeta’s, breads is the second largest category in ambient Indian and has seen minimal unit growth and little to no product development over the last few years, leaving it “ripe for innovation”.

The flatbreads are launching this Spring into UK supermarkets for an RRP of £2.00.