Exploring the Trendy World of Indian Cuisine with Tasty Bite
Tasty Bite is making waves in the fast-growing Indian cuisine market by serving as a “springboard” for a new wave of consumers eager to try this trendy food for the first time.
Since its launch in the U.S. in 1995 with just five entrees, Tasty Bite has expanded its product line to include a wide range of offerings, from tikka masala packets to lentils and rice bowls. Recently, they introduced Biryani Rice Bowls in Smokey Paneer, Vegetable, and Chickpea varieties.
According to Art Semerdjian, the brand’s acting general manager, sales data indicates that Indian cuisine is experiencing double-digit growth compared to other shelf-stable categories.
“Younger consumers are seeking bolder flavors and more authentic cuisines, something different from the norm. Even traditional aisles like mac and cheese are embracing global flavors,” Semerdjian explained. “In terms of trends, we were ahead of the curve with our ready-to-heat convenient solutions.”
In 2017, Mars Food, a prominent CPG giant, acquired a majority stake in Tasty Bite’s parent company, Preferred Brands International.
Indian cuisine, renowned for its rich array of spices and curries, is gaining popularity among consumers looking for unique flavors in ethnic foods. Indian restaurants in the U.S. have generated $4.9 billion in revenue over the past five years, with a projected compound annual growth rate of 1.4% in 2024 alone, according to IBIS World.
One of the main attractions of Indian cuisine for Gen Z consumers is its spiciness. The shift towards ready-to-eat food products, driven by busy lifestyles, is also fueling growth in this segment.
Scott Wellard, Tasty Bite’s vice president of sales, noted that consumers are exploring Indian flavors in various products, including burritos.
“Consumers want to delve deeper into these flavors, but they often feel overwhelmed when trying to recreate restaurant experiences at home,” Wellard said. “Tasty Bite offers an easy entry point for consumers to enjoy these bold flavors.”
Semerdjian highlighted that Tasty Bite’s products are not mass-produced in a commercial factory but are prepared from scratch by chefs who sauté ingredients like onions instead of using powders.
“We handpick the cashmere leaves and meticulously sort them, just like you would in your own kitchen,” Semerdjian explained. “While Indian cuisine hasn’t reached the popularity of Mexican cuisine yet, who knows, maybe we’ll have Tikka Masala Thursdays in the future?”
The growing interest in blending global flavors together will continue to shape how Tasty Bite innovates and expands their product line, he added.
“Imagine Chinese-Indian fusion dumplings; that’s the future. It’s all about combining different culinary traditions to create something new,” Semerdjian stated.
As consumers and CPG companies navigate rising inflation, Tasty Bite believes it will thrive as people opt for more affordable meals at home instead of dining out.
“Tasty Bite offers a nutrient-dense meal that provides great value. It’s a satisfying and flavorful option that few other grocery items can match,” Wellard emphasized. “It’s a meal that leaves you feeling full and nourished.”