Shana Foods has expanded its frozen flatbread range with the launch of what it says is the world’s first authentic paratha designed specifically for the toaster. The authentic South Asian parathas are shaped to fit neatly into standard countertop toasters and can be cooked straight from frozen.
Ready in just three minutes, the new product combines the authentic taste and flaky, layered texture of a traditional paratha with a quick, hassle-free cooking method. With no frying or pan cooking required, consumers can still achieve the golden, crisp finish they expect from a paratha.
The launch responds to growing consumer demand for both authenticity and convenience. Convenience is the leading driver of frozen food purchases, cited by 33 per cent of consumers, compared with 13 per cent who identify price as a primary purchasing factor.
“Consumers increasingly want food that fits easily into their busy lives, but they do not want to compromise on taste or authenticity," said Radha Nagrecha Gagneja, Managing Director of Shana Foods.
“Parathas are already enjoyed by families across the UK, and Shana Paratha Toasties make it even more accessible by offering a quick and familiar way to prepare it. Going from freezer to toaster in just three minutes opens up new eating occasions and gives consumers a convenient way to enjoy the authentic Shana taste they know and love.”
The launch forms part of Shana Foods’ continued focus on making authentic South Asian foods more convenient and accessible to a broad range of UK consumers.
Shana Paratha Toasties (480g, RRP: £2.75) are rolling out via wholesalers.