The challenge
The best endorsement in this business is a client who comes back.
Having partnered with us on the development of a premium cooking sauce range, which had recently launched, Geeta’s commissioned us again, this time to support the expansion of their portfolio into new product ranges. .
The ambition was to take a much-loved name in Indian cooking into new spaces on the shelf, with products that honour the authenticity consumers trust Geeta’s for while fitting the way UK households actually cook today
What we did
Recipe development across two new product formats.
How we did it
The development focused on two distinct ranges, each with its own demands.
The first was curry pastes in pouch format. Pastes ask more of the home cook than a pour-over sauce, so the design principle was clear from the start: greater recipe variety without greater complexity. We created three new curry paste flavours, each built to deliver a richer, more scratch-cooked result while retaining the simplicity of a three-step cooking process. That balance, more flavour and more flexibility for no extra effort, is what earns a paste its place in a weekly shop.
The second range was an evolution of the Geeta’s chutney portfolio. Mango has long led the category, and led it well, but there is far more to Indian condiments than mango. Our brief was to take the portfolio beyond mango-led variants, exploring savoury flavour profiles and Indian-inspired twists on classic condiments.
This is where the project became a genuine pleasure. The team immersed themselves in authentic regional Indian recipes, exploring ingredient-led flavour profiles from across the subcontinent’s rich condiment traditions. The craft was in the translation: taking those authentic starting points and developing recipes that would excite the UK consumer, sit credibly alongside the classics on a British table, and remain feasible to manufacture within Geeta’s current capabilities. Authenticity that cannot be made at scale is a dead end; familiarity with no roots is forgettable. The development recipes had to hold both.
What it delivered
Three new curry paste flavours in pouch format, ready to broaden the repertoire of Geeta’s cooks without complicating the cooking, and a set of development recipes that take the chutney portfolio into savoury, Indian-inspired territory beyond mango. Every recipe was developed to be both right for the UK consumer and manufacturable within existing capabilities, so the route from development kitchen to production line stays short.
Just as valuable is what this project represents: a continuing partnership. Geeta’s came back after a successful launch because the first range delivered, and because development works best when a team already understands your products, your standards and your consumers. Indian food is one of the great cuisines, full of regional depth that UK shelves have barely begun to explore, and helping a company like Geeta’s bring more of it to more kitchens is exactly the kind of work we are in this industry for.
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