Diwali, the festival of light, has not only gained significance within the South Asian community but has also become a date in the UK’s cultural calendar. This festive celebration is now embraced by people from all backgrounds, providing an opportunity to experience and appreciate different cultures.
Surya Foods, the managing director of which is Harry Dulai, recognizes the value of Diwali as an occasion to explore and celebrate South Asian culture. According to him, this festival offers a wonderful glimpse into the rich history and stories of the region. With this in mind, Surya Foods aims to raise awareness and bring the uplifting spirit of Diwali into more UK households.
To make Diwali a national event in the UK, Surya Foods’ rice brand Laila has introduced festive Diwali products catering to both ethnic and mainstream audiences.
Furthermore, the company plans to continue its efforts in 2023 by launching a PR campaign called “Delicious Diwali”. This campaign encourages Brits to indulge in a curry and discover more about the traditions and joys associated with Diwali.
Diwali celebrations are not only about embracing cultural diversity but also provide an opportunity for people to explore new taste and flavor experiences. Last year, Barr Soft Drinks SKUs, particularly Rubicon, accounted for 90% of Asian soft drinks sold during the festive period. With its wide range of flavors and packaging options, Rubicon has successfully established itself as a popular choice among consumers seeking new and exotic food and drink options.
According to Jonathan Kemp, the commercial director at Barr Soft Drinks, larger pack formats such as the two-liter sparkling and one-liter still packs of Rubicon witness significant sales growth for convenience retailers during Diwali. Complemented by smaller cans and bottles, this range offers maximum choice and flavor, driving incremental sales for retailers.
Another key aspect of Diwali celebrations is exchanging gifts. In fact, boxed chocolates in various gifting formats account for 46% of sales in the convenience channel during Diwali. To boost sales during this festive season, it is essential for retailers to stock boxed chocolates in diverse gifting formats.
Lindor, the leading gifting brand during Diwali in the convenience channel, has introduced special packaging designs for their key SKUs, including milk and assorted boxes of 200g. These festive designs enhance their core range, making them more relevant and desirable for gifting during occasions like Diwali.
Diwali is a celebration that offers an opportunity to experience and appreciate South Asian culture. By embracing this festival and its traditions, individuals can explore new taste experiences, discover new and exotic food and drink options, and exchange gifts to create a sense of joy and togetherness. As companies like Surya Foods and Lindor continue to promote Diwali as a national event, the uplifting spirit of the festival will reach more homes across the UK.
