• Pilgrim’s Europe is producing almost two million additional chilled ready meals for National Curry Week
  • The food producer has launched more than 20 new curry lines in partnership with its leading retail partners
  • This period of ramping up production and innovation capitalises on the value sales uplift associated with National Curry Week – up 15% during the period in 2024[1]

 

“National Curry Week has become one of the biggest foodie occasions of the year. In the four weeks around National Curry Week last year, sales of Indian chilled ready meals rose by 15%[2], including a 12% increase during the two-week build-up[3], and a further 5% uplift during the week itself[4].

“That equates to 392 meals sold every minute, or seven every second[5], as shoppers across the UK embraced the occasion and celebrated their love of curry at home.

“This year we’re expecting that appetite to grow even further. In response to consumer demand, we’ve already produced close to two million additional chilled ready meals in the run-up to and during National Curry Week, reflecting just how deeply Britain’s love of curry is woven into our mealtime habits. 

“Across our manufacturing sites, we’ve supported our customer partners with the launch of more than 20 new curry lines, many of which sit within the ultra-premium tier. Developed by our talented Chef, insight and innovation teams, these dishes showcase authentic Indian regional flavours, premium ingredients and bold innovation designed to meet the growing desire for high-quality, restaurant-style meals enjoyed at home.

“We’re seeing shoppers increasingly trade up within the category, choosing premium chilled ready meals as a way to recreate restaurant experiences at home. This is being fuelled by changing consumption habits – consumers are often willing to spend a little more on quality ingredients, authentic flavours and indulgent experiences in their own kitchens, instead of dining out.

“The opportunity within premium Indian cuisine is particularly exciting. While curry is one of the UK’s most loved dishes, the segment has historically under-traded in premium tiers. This provides a unique opportunity for our customer partners and we’re delighted to use our skills and expertise to produce additional ranges focused on authentic regional recipes, richer sauces and named ingredients – everything consumers expect from a truly special meal.”

Ashish Bhatia, Product Development Manager at Windmill Lane, one of Pilgrim’s meals sites, added:

‘Pilgrim's Europe is proud to be a leading UK Ethnic Fresh Ready Meals producer. Our ethos is centred on delivering authentic dishes that shoppers recognise, trust, and love. This is achieved through a dedication to traditional methods, high-quality ingredients, and an understanding of cultural nuances.’


 

[1] Circana Total Market, Indian Ready Meal Unit Sales, 4 w/e 26 Oct 24

[2] Circana Total Market, Indian Ready Meal Unit Sales, 4 w/e 26 Oct 24

[3] Circana Total Market, Indian Ready Meal Unit Sales, 2 w/e 12 Oct 24

[4] Circana Total Market, Indian Ready Meal Unit Sales, w/e 12 Oct 24

[5] Circana Total Market, Indian Ready Meal Unit Sales, w/e 12 Oct 24