Indian dairy range adds spice to Arla
The Savera range is the result of a partnership with brand agency Dragon Rouge and Indian chef Ajoy Sachdev. Savera means "new dawn" or "morning" in Hindi.
It comprises five products: paneer, a soft white Indian vegetarian cheese; dahi, a product similar to yoghurt and commonly used in Indian curries; the sweet yoghurt-based drink, lassi, also available in alphonso mango flavour; and traditional raita.
The range is targeted at the UK-based Indian community and has already achieved supermarket listings.
Two Arla sites
The products are being made in two Arla sites in Denmark and a spokeswoman said there are plans to extend the range in due course.
Belinda Parkinson, future creations manager for Arla, said: “Food is integral to the Indian culture and dairy plays quite a large part in this.
“Research shows that modern Indian women feel torn between their careers and living a modern, western lifestyle, yet they want to stay true to their roots by cooking authentic Indian dishes for their families.
Big Four supermarkets
“The majority of these consumers like to shop in the big four supermarkets, but often have to make extra trips to Indian supermarkets to top up.”
The Savera range has been designed to provide a convenient shortcut for modern Indian families who use dairy ingredients, she added.
“We aim to provide consumers the chance to buy all their fresh quality products in one place and still enjoy authentic meals.”
