MULTI-SKU RANGE
A complete portfolio of starters, mains and sides desgined to recreate restaurant-quality Indian dining at home.
Helping Bakkavor bring restaurant-quality Indian food to retail
BAKKAVOR
The premium food landscape was changing. Retailers had successfully challenged branded suppliers through premium own-label ranges, but a new wave of restaurant and chef-led brands was raising expectations again.
Bakkavor saw an opportunity to help retailers compete in this evolving market with a fresh take on Indian food. The challenge was to create a brand that felt every bit as exciting and contemporary as the emerging restaurant scene, while remaining commercially viable for large-scale retail.
We helped Bakkavor create Pinch: distinctive new brand designed to bring restaurant-quality Indian-inspired food to supermarket shelves.
UNDERSTANDING THE OPPORTUNITY
The Indian meal category had become crowded with heritage cues, traditional recipes and familiar formats. We saw an opportunity to tap into a more vibrant and contemporary food culture emerging across the UK.
We immersed ourselves in the world of Indian food, exploring everything from restaurants and street food to takeaways and retail grocery. Alongside this, we examined the evolution of Anglo-Indian food culture and the growing influence of a new generation of chefs, restaurants and food experiences.
This insight revealed an opportunity to move beyond traditional category conventions and create a brand inspired by the energy of modern Indian dining. We developed the brand mission of being “deliciously disruptive”, bringing the most exciting ideas from the restaurant scene into mainstream retail.
From strategy through to execution, TVE developed the brand positioning, purpose, personality, name, visual identify, packaging architecture, photography and final artwork. The result was a fully realised brand launched into retail in less than six months.
RETAIL LAUNCH
Successfully launched across Tesco store formats, from Superstores to Metro convenience locations.
TARGETS EXCEEDED
The brand outperformed first-year sales expectations and established a distinctive position within the premium Indian meal category.
THE RESULTS
Pinch gave Bakkavor and its retail partners a distinctive new way to compete in the growing premium Indian food market, combining restaurant inspiration with retail accessibility.
The range was accepted by Tesco without significant changes and launched across multiple store formats, from Superstores to Metro locations.
Built around a portfolio of starters, mains and sides designed to recreate the restaurant experience at home, Pinch successfully brought a fresh perspective to the category. The brand exceeded first-year sales expectations and demonstrated how insight-led innovation can help retailers stay ahead of emerging consumer trends.