World of Zing wholesalers launch to cater for evolving Asian food trends

By Sophie Witts contact

- Last updated on GMT

Wholesalers serving the food industry are having to cater to diverse food trends
Wholesalers serving the food industry are having to cater to diverse food trends

Related tags: Mintel

The rise of Asian cuisine calling for increasingly diverse ingredients has led to the launch of a new wholesale business in the UK.

Pritesh Mody has launched World of Zing to provide ingredients inspired by the latest food trends, including zaatar and pomegranate syrup from the Middle East, amchur from India, gochujang from Korea, and Japanese togarashi.

The new launch is the sister company to Gandhi Oriental Foods, which has catered to the Indian restaurant sector for almost 50 years.

Mody said: “I have noticed an increasing disconnect between the eating habits of the adventurous food community and the produce available to the catering trade. The new generation of chefs and caterers are increasingly moving away from classic recipes to experiment with a whole new array of ingredients from across the world.”

“It’s no longer a surprise to see Korean Gochujang paste or Middle-Eastern Sumac found everywhere from gastropubs to traditional fine-dining venues.”

Diversifying trends

The demand reflects the gradual diversifying of tastes away from the anglicised version of Chinese dishes typically seen around the UK.

A 2015 Mintel survey of diners who visited ethnic restaurants and takeaways found that 70 per cent had visited an Indian food establishment.

Thai (40 per cent) was also popular, and a rise in ‘authentic’ thai offerings has been predicted as a major food trend in 2015​.

Interest in Malaysian cuisine is also expected to boom in 2015. Mintel research found that while less than one in 10 (9 per cent) have visited a Malaysian venue or ordered a takeaway from one, 58 per cent of those who haven’t would be interested in using this type of restaurant or takeaway in the future.

Richard Ford, senior food analyst at Mintel, said: “Strong interest in Malaysian cuisine similarly comes as the cuisine has been gaining greater visibility in foodservice and at retail. The 2014 BBC MasterChef winner Ping Coombs is an advocate of Malaysian food, helping to boost visibility of the cuisine similar to the way in which 2005 MasterChef winner Thomasina Miers has promoted Mexican food.”

Related topics: Restaurants, Trends & Reports, Business

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