8 Sep 2009 --- Premier Foods, the UK's No. 1 food manufacturer, is launching a range of new Sharwood's Biryanis, an authentic sauce and spice mix which allows consumers to create the Indian restaurant favourite in their own homes. The range includes three delicious flavours; Tomato & Cumin, Mint & Coriander and Coconut & Curry Leaf.

Indian sauces is currently the second largest segment of the cooking sauces market, and is showing strong growth of +8.2% yoy.

There is currently no Biryani offering available in cooking sauces and this Sharwood's launch fills a gap in the market, providing consumers with a simple Biryani solution.

Each SKU comprises of 420g sauce and 12g spice and serves 2-3. The packaging clearly communicates the simple two-step cooking method involved in the rice dish.

Sarah Fredrickson, Brand Controller for Sharwood's, says; "We have invested a significant amount in the Sharwood's brand this year, and our continued innovation will allow consumers to recreate Indian meals simply at home.

"Our recent launches offer greater choice and retailers should make sure they are fully stocked to capitalise on this sales opportunity."

Sharwood's Biryani range is the latest in a program of innovation from the brand, which has included Microwave Noodles and Indian Side of Plate Accompaniments. The launch will be supported by a 10 second addition to the Sharwood's TV advert, as well as TV advertorials.