White Pearl opens Curry Lover’s Kitchen

White Pearl rice and curry

Ethnic food brand White Pearl has launched a major new promotional campaign which highlights its new Curry Lover’s Kitchen.

The Curry Lover’s Kitchen is designed to demonstrate to consumers the strength and expertise of White Pearl’s full range of curry products, and provide curry lovers with all the ingredients they need for the true taste of curry.

Nawel Badsi, Brand Manager for White Pearl, explained: “White Pearl is a brand with a fantastic loyal following and spans all the key ethnic food categories. This loyalty has been built upon White Pearl rice’s quality and consistency – attributes that will never be compromised. We are now ready to welcome more consumers into the rest of our exceptional curry range – our Curry Lover’s Kitchen – through our exciting brand plans.”

The campaign is centred on a new website and social media programme including accounts on Facebook, Twitter and a YouTube channel where consumers can interact with the brand. This follows a new TV advert which has recently aired and which will once more feature on a range of Asian TV channels.

Badsi continued: “Even though the TV ads clearly focus on basmati, we are sure that there will be a halo effect across the hundreds of other products in the range. Through the social media elements of the White Pearl campaign, we will be engaging with curry lovers with regular updates, recipes, and helpful information across all major social media platforms.”

White Pearl has expanded from a premium basmati rice brand into a comprehensive range of world food products with over 300 ethnic staples from curry pastes and chutneys to oils and ghee.

The range is available in all Bestway and Batleys depots and across selected ethnic food wholesalers nationwide. White Pearl basmati rice is available in an array of formats including 20kg, 10kg, 5kg and 2kg brick packs and is available in pricemarked and standard packs.