Geeta’s introduces PMPs, spends £1m in TV campaign

Premium Indian food brand Geeta’s, whose range of Indian chutneys, pastes and marinades includes the UK’s number one mango chutney, is building on distribution growth within the UK with the introduction of price marked packs (PMPs) on key lines to support the independent and wholesale channels.

The price marked packs will be available from October onwards on the following product lines:

Geeta’s Premium Mango Chutney 230g, £1.99
Geeta’s Premium Mango & Chilli Chutney 230g, £1.99
Geeta’s Lime & Chilli Chutney 230g, £1.99
Geeta’s Tikka Curry Paste Pouch 80g, £1.19
Geeta’s Korma Curry Paste Pouch 80g, £1.19
Geeta’s Butter Chicken Paste Pouch 80g, £1.19

Geeta’s has also announced it is investing £1million in its first ever national TV advertising campaign.

Premiering on 1 October, the ad, which showcases Geeta’s chutneys as part of its Real Flavour of India campaign, will run on ITV, Channel 4 and other national UK channels for the month of October, incorporating National Curry Week (3-9 October) and Diwali (24 October onward).

“Indian food is the UK’s second most popular cuisine, and we want to help UK consumers unlock the real flavour of India in all meal and snack occasions,” said Geeta’s marketing director, Eleanor Bridgman. “Our TV advert showcases the infinite versatility of our chutneys, including Premium Mango Chutney, the UK’s number one mango chutney. The Geeta’s brand is beating Indian category performance with +six per cent growth.”

In order to deliver a strong growth ambition, Geeta’s has further strengthened its management team, welcoming Steph Nixon to the role of Head of Supply & Logistics. Steph joins the team from AB World Foods with a background in demand planning and retail category management.

David Page, Geeta’s Executive Director, commented: “Steph’s appointment to Geeta’s senior team is a key part of our ambition to continue to build on our very strong and leading position in chutneys and bring new consumers to the Indian category.”

In Pickles and Chutneys, Geeta’s, whose brand share has grown to 20 per cent, is now the number two brand in the category.

Geeta’s chutney range includes four core SKUs (Premium Mango, Premium Mango & Chilli, Lime & Chilli Chutney and Pomegranate & Mango Chutney) which are available in all major UK supermarkets, independent retailers and wholesalers.