Spice firm unveils new packs by Honey

“We wanted something that would be quite in your face and get noticed on shelf,” said Ketan Varu, managing director of the Leicester-based company.

“The ethnic spice market can be over colourful, we have used colour in a better way. The black and the silver foil blocking gives a more premium look,” he added.

Each pack contains enough pre-blended herbs and spices to make one dish. The cartonboard sleeves feature a shopping list of the raw ingredients required on the back and cooking instructions on the inside.

Varu said response to the new designs, which were shown at the Speciality & Fine Food Fair in London, was really positive.

The 22-strong product range is stocked at delicatessens and Budgens nationwide and Asda stores around Leicester.

Varu came up with the idea when, as a student, his parents would send him small sachets of spices to help him cook Indian curries that would remind him of home.

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