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Tasty Bite has a bold claim to the fast-growing Indian cuisine market: it is a “launchpad” for the growing wave of consumers seeking trendy food for the first time.
Launched in the U.S. in 1995 with five main dishes, the brand has expanded to include dozens of products, including tikka masala packets, butter chicken sauce, lentils, and rice bowls. Recently, Tasty Bite added Biryani Rice Bowls in Smokey Paneer, Vegetable, and Chickpea varieties.
Art Semerdjian, the brand's acting general manager, said: According to data, Indian cuisine is growing at double-digit rates compared to other shelf-stable food categories.
“Younger consumers are looking for more intense flavors, more authentic cuisine, something different. Even in the mac and cheese aisle, there are global flavors,” Semerjian said. “From a trend standpoint, we were probably way ahead of the curve with this convenient, heatable solution.”
In 2017, CPG giant Mars Foods acquired a majority stake in Tasty Bite's parent company, Preferred Brands International.
Indian cuisine, known for its variety of spices and curries, is gaining popularity among consumers who crave the variety of flavors found in ethnic cuisine. Indian restaurants in the U.S. have generated $4.9 billion in revenue over the past five years. It is expected to grow at a CAGR of 1.4% through 2024 alone, according to IBIS World.
A big draw for Indian food among Gen Z consumers is its spices, and the growing popularity of ready-to-eat food due to busy lifestyles is also fueling the growth of this segment.
Scott Wellard, vice president of sales for Tasty Bite, said consumers are experiencing Indian flavors in a variety of products at restaurants, even burritos.
“They want to be more engaged, but when they go to the grocery store, they’re at a loss as to how to replicate the experience they had in a restaurant.,“Tasty Bite is a great entry point for consumers to easily experience these intense flavors,” Wellard said.
According to Semerjian, Tasty Bites' products are not made in a commercial factory, but are prepared from scratch by chefs who sauté ingredients like onions instead of adding powders.
“We hand-pick the cashmere leaves and sort them like you would in your kitchen,” Semerjian said. “Indian is not Mexican yet, and we’re not there yet for Taco Tuesday, but who knows, maybe there will be Tiki Masala Thursday?”
He said the growing interest in harmonizing global flavors will continue to influence the way brands pursue innovation.
“There’s Chinese-Indian fusion dumplings, that’s the future. I think that’s part of where we’re going,” Semerjian said.
As consumers and consumer goods companies continue to struggle with inflation, Mars-owned brands are expected to benefit as people look to make cheaper meals at home instead of going to restaurants.
“Tasty Bite is so nutritious that it fits the value proposition really well. It’s a really filling and flavorful meal,” Wellard said. “There are very few items in the grocery store that offer that kind of nutrition.”
