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Purvita Chatterjee

Mumbai , March 29

Heinz India has launched two new flavours — Chatpata Tomato Chutney and Chatakdar Coriander Mint Chutney, in its bid to tickle ethnic taste buds.

New variants

The new variants have been launched in the Mumbai and Delhi markets. Mr Nilesh Patel, Managing Director, Heinz India, told Business Line, "We have decided to take the ethnic variants step by step across the different markets. Initially there were raw material issues but now we have developed our own capabilities and tied up with local suppliers."

Home Style

Sporting the tagline, `Chatakdar swaad aisa, ghar ki chutney jaisa', Heinz has positioned its ethnic range as `Home Style Sauces' to accompany meals and snacks such as samosas, idlis, pakoras, cutlets and even parathas. Ad agency Leo Burnett has launched a print campaign in Mumbai and Delhi for the new offerings from Heinz.

Stating that the company was the first to bring out branded coriander chutney, Mr Patel added that it would be difficult to make any projections for the product's growth as the packaged food market was still nascent.

Apart from the main tomato variant, Heinz currently manufactures a vitamins-enriched sauce for kids (Heinz Champ) and a chilli variant imported from its subsidiary in Thailand.

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