Rice brand Laila is launching a new range of celebratory lines called Laila Celebration, aimed at key festivals such as Diwali and Eid.
The brand’s supplier Surya Foods is supporting the launch of the range with an on-pack promotion across Laila’s rice brands.
The Laila Celebration range includes luxury chocolate biscuits and cookies, nut selections, popular Indian sweet soan papdi, and meal kits for popular Indian snacks bhel puri and panipuri. All product have a gold-effect packaging to highlight the luxury occasions driving shopper missions.
Laila’s Gold Rush promotion gives customers the chance to enter a prize draw to win a commemorative Diwali, 24 Carat gold Laila coin every day in the build-up to Diwali on 4 November. Forty of these coins are up for grabs.
Harry Dulai, Surya Foods managing director said: “Diwali is very much the South Asian Christmas. It is a time to dress in your finest clothes, spend time with family, cook feasts, exchange gifts and fill the home with light. With its own wonderful history and stories it is a great way to explore South Asian culture. We are delighted to be part of a move aimed at raising awareness of this important festival to bring it to the attention of more people across the UK.”
He added: “Trying new and exciting foods has universal appeal and naturally results in a greater understanding of other cultures. We hope this range will inspire more people to try some popular South Asian-inspired treats this Diwali.”