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Exports case study: Sharwood's

Sharwood's is Britain's most well established Indian food brand, founded in 1889 by explorer James Allen Sharwood.

Today the Sharwood's brand stretches across Indian, Chinese and Thai cuisines and is one of Premier Food's biggest international success stories to date, especially in Australasia and North America.

In Australia, although the Indian cuisine category is almost flat , Sharwood's significantly out-performed the market, growing by 7% vs 2.7% (total Indian)*. And this year, the brand launched its first direct to consumer marketing campaign, which used digital platforms to attract new, younger consumers to the brand. Due to this activity, the brand grew by 23.3% in the last quarter, more than six times the growth of the total Indian category*.

Sharwood's Indian sauces and chutneys are also going from strength to strength in the US, and the brand can now be found in more than 4000 stores nationwide including Publix, Krogers, Safeway, Harris Teeter and Costco. The Indian cuisine category is becoming increasingly popular, growing at a US$ value rate of 3.1%. Sharwood's is one of the key brands driving much of the growth, up 6.9% vs LY.** The bestselling item in the range, Tikka Masala simmer sauce, is growing at a rate of 13.1% in US$ sales vs LY.**

All of the Sharwood's sauces exported abroad are produced at the Worksop factory in Nottinghamshire.

More information

* IRI week ending 23 April 2017
** Nielsen Indian Sauces and Marinades, period ending 31.12.2016

Last reviewed: 26 May 2017