Fresh prepared food provider Bakkavor has launched a new brand of premium chilled Indian dishes exclusively in Tesco.

The ‘Pinch’ range aims to capitalise on the increasing consumer demand for restaurant-inspired meal solutions.

It features six main courses at RRP £4.50 including Pan Poppin’ Chicken Pasanda and Nutty Pilau Rice; Sizzle and Spice Chicken Tikka and Bombay Potatoes; and Sensational Saag Paneer and Coconut Basmati Rice.

The Pinch selection also includes a loaded lamb keema naan and a chicken tikka naan, alongside side dishes such as sweet potato and coconut samosas, potato bombs, masala spiced chips, and fried chicken.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Bakkavor head of the Pinch brand Claire Martino said: “We know that consumers are time-poor and are looking for convenient and exciting meals, but given the current financial pressures that shoppers are under, the out-of-home and takeaway market has become a more infrequent choice for shoppers.

“We developed the Pinch brand to bring modern Indian restaurant inspired flavours to a retail brand to deliver these trends.”

“We want consumers to feel inspired and excited by the Pinch range, feeling confident they can get the same great quality, taste, convenience and variety of options from Pinch meals as they can from across the modern Indian restaurant scene.”

She added: “The bold branding and packaging shape and colour stands out on shelf, alerting shoppers to this elevated chilled prepared range, disrupting consumers’ weekly repertoire.”

The full range is currently available in Tesco stores and on the grocer’s website, with the brand launching a Clubcard Price promotion to increase brand awareness.