Premier Foods, owner of Sharwood’s,  the Asian sauces and accompaniments brand, launches a TV campaign this week to help restore company growth. Their strategy is to double their marketing spend to more than £50 million in 2012* to be more competitive and to boost sales.

Michael Clarke from Premier Foods, said: “It’s clear that we haven’t invested enough in marketing compared with our competitors. I’m committed to changing that.”… Let’s hope that this campaign will be more successful than the 2003 Sharwood’s one for ” Bundh“** the “deliciously rich” sauces based on a traditional northern Indian method of cooking. It turned out that the name of their product “Bundh” has another meaning in Punjabi- the nearest English translation being, “arse”.

Sharwood’s is appealing to Britain’s better nature by introducing  “The Great British Curry” ad on Thursday 2nd February. This £2 million advert is part of a wider £6 million campaign and according to the brand, will be about bringing the best curry recipes to their customers.

In the ad, Sharwood will be sending its chefs travelling across Britain so that they can discover what makes a great curry (we are sure the restaurants will be willing to give them their best cooking tips!). The chefs will go to local curry houses looking for recipes that families can recreate at home (great idea except from the part where those families won’t go to the restaurant anymore if they can find the same in a Sharwood’s sauce jar and can make it at home…)

But let’s see what happens and see if any Sharwood’s chefs are chased from any restaurants as they try and grab those family secrets.

* Premier Foods

** the Guardian 17/11/03

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Roving Reporter

Our roving reporter in the North of England.


  1. tony on February 20, 2012 at 8:08 pm

    Hi, good product. Please could you let me know where the bridge in the photo is?
    Many thanks, Tony.

  2. the editor on February 22, 2012 at 10:54 am

    Hello Tony, this is an image of York we believe………looks lovely doesn’t it?

  3. Lou on April 2, 2012 at 8:21 pm

    Gorgeous view of our beautiful city.

  4. helen brown on April 12, 2012 at 9:53 pm

    I new it, i remember this image of sunday mornings when we used to go swimming with my grandad but the baths were shut for refurb so we had to walk round the bar walls before breakfast!! not many get to see this side of york. Thankyou for the memory reminder 🙂

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