Food & Drink, News

Darjeeling Express chef Asma Khan partners with Ocado to launch debut retail range

  • SPICE UP YOUR LIFE! DARJEELING EXPRESS FOUNDER ASMA KHAN LAUNCHES DEBUT SUPERMARKET RANGE
  • RESTAURANT-QUALITY DISHES DRAW ON ASMA’S EXPERTISE AND HERITAGE TO OFFER ‘LUXURIOUSLY CONVENIENT’ INDIAN MEALS

* PREMIUM RANGE IS AVAILABLE EXCLUSIVELY VIA OCADO

Darjeeling Express chef and founder Asma Khan has teamed up with Ocado to launch her debut ‘dine in’ meal range.

The Indian food pioneer has spent several years developing the namesake brand that goes live this week (21 February).

Showcasing her trademark bold flavours and fresh ingredients, the eight, restaurant-quality main, rich and side dishes are inspired by Asma’s award-winning cuisine.

They promise to deliver an authentic, premium eat at home experience – and hope to claim a share of the growing luxury, pre-prepared meals market.

Asma – one of the stars of hit Netflix series, Chef’s Table – worked with specialists, Andrew Upton and Neil Nugent, to create company AK Food Retail and bring her range to the chilled aisle.

The 54-year-old hopes to tap in to the UK’s continuing appetite for Indian food – introducing consumers to an even broader selection of north and south Indian regional favourites along the way.

A main course will RRP at £6.50 with a 25% introductory offer added this week. Stand out dishes include Kaju Aloo and Chicken Biryani.

Asma said she was keen to give people across the UK more opportunities to try her cooking – and looked forward to seeing what shoppers enjoyed most about the food.

As she explained: “Every dish has a story and a reason for being and I couldn’t be happier to see it going on sale.

“This is food to feed the soul and delight the senses; a true celebration of my authentic Indian heritage, of culture and community and a commitment to outstanding quality in ‘enjoy at home’ meals.”

AK Food Retail co-founder, Andrew Upton, 54, added: “As a nation we love Indian cuisine so it feels like the right time to turn the wheel and see what comes next.

“With this range we are able to give customers something which is familiar but
different, to make the most of an opportunity to share in the food and flavours Asma has grown up with.”

Main dishes will RRP at £6.50, side dishes at £4.00 and rice dishes at £3.50.

About Asma Khan

Asma is one of the UK’s leading restaurant chefs and a pioneer of modern, Anglo-Indian cuisine.

Born in Calcutta, she began cooking versions of favourite family dishes after moving to the UK in 1991.

She opened her first restaurant, the Darjeeling Express, in London, in 2017, employing an all-female team and winning plaudits for her bold, full-bodied food.

Asma went on to became the first UK-based chef to feature on Netflix hit show, Chef’s Table and continues to wow diners at her Covent Garden eaterie.

You may also like...