Following a rebrand, Vini & Bal’s has launched in Sainsbury’s in the UK and is now available at 300 stores in the fresh meat aisle. The three varieties are Fiery Mirchi, Jeera and Shahi.
The listing was secured via Sainsbury’s PitchUp competition, which is part of the StartUp Britain initiative. The scheme provided young British food and drink companies with an opportunity to present their products direct to the retailer’s top buyers, with Vini & Bal’s being one of four brands that won a contract to be stocked with the store.
Previously known as Rustic Indian, the range has been revamped, taking its new name from founders Vini and Bal Aujla.
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