Minara's Micro Meals
Minara Foods was founded by Minara Cook whose late father opened the first Indian restaurant in Manchester in 1938. The company manufactures and markets a range of Indian food products under the Minara brand.

The brief
As food sector specialists, we undertake continuous reviews of both current product offerings and the potential for new product introductions across all food categories.

Our review and taste test assessment of the ambient ready meal category identified such an opportunity which we presented to Minara Foods for further assessment.

We identified that all wet, ambient ready meals suffer from the same problem which has a very adverse effect on product quality. By combining the sauce with the carbohydrate in a single container, the carbohydrate becomes over-saturated and loses all texture and taste resulting in a very poor product.

Our solution
As a consequence Bryt conceived a ‘twin-pot’ concept and together with Minara Foods developed a range of three Indian meals, each consisting of a biriani (rice plus meat or vegetables) and an accompanying sauce - presented in two separate jars shrink sleeved together. Consumer and retail buyer feedback to the ease and speed of preparation and the fresh taste and consistency of the prepared meals was highly positive.

Minara is well-known and loved by purchasers of her other products, so her name and face were featured prominantly within our design. The packaging is bright and colourful, differentiating the three meal variants and conveying quickly asnd easily all key product communications,

The results
Minara Foods’ twin-pot Micro Meals are now available in Tesco stores throughout the country and are selling well.