Westmill Foods has joined forces with award-winning South Asian street-food brand Urban Rajah. Together they are launching a new generation of sauces designed to bring South Asian flavours beyond traditional dishes and into more everyday eating occasions.
Responding to growing consumer demand for bold flavours in familiar formats, Westmill Foods and Urban Rajah are aiming to unlock new usage occasions for South Asian flavours beyond traditional curry meals.
The partnership brings together Westmill’s deep South Asian food heritage – including household names Rajah spices and Elephant Atta – with a brand already challenging category conventions. Urban Rajah’s Buroti range has grown value sales +838 per cent year on-year and expanded into convenience stores, demonstrating growing consumer appetite for South Asian flavours in new formats and occasions.
The ambition is to transport South Asian flavour into every day-part – from breakfast and brunch to lunch, snacking, midweek meals and sharing. Familiar formats make adventurous flavours easier to discover, easier to use and easier to make part of the everyday.
“South Asian flavour has outgrown curry. Curry isn’t disappearing – it’s the starting point, not the destination," said Ivor Peters, founder of Urban Rajah."