Indian food brand Kohinoor has selected Yorkshire-based creative marketing agency Paladin to launch its new range of condiments.

Kohinoor, part of Indo-European Foods Ltd, has created a new range of pickles and chutneys for the consumer market that will be launched in ASDA this summer. Paladin has been tasked with developing the creative campaign and the subsequent launch of the new condiments range. 

The condiments range is the latest addition to Kohinoor’s food portfolio. It offers the complete Indian food meal solution with Basmati rice, cooking sauces, meals-in-minutes and Indian snacks that are sold in retailers all over the UK. Their recipes are developed in-house by chef Navin Bhatia and focus on authentic flavours from distinct regions of India.   

“We have been impressed with the Paladin team and we are looking forward to seeing this come to fruition. We have high hopes for our new range of condiments,” said marketing manager, Mandeep Kang. “Alisdair really understood what we wanted to achieve and together, we have developed a core campaign idea that positions the product for a great summer launch.”

“Kohinoor is a great brand for us to be working on. It brings together all our key strengths of creative campaign execution and digital marketing. We are very much looking forward to getting our teeth into this campaign… in more ways than one.” added Paladin MD, Alisdair Straughan.