SPAR has expanded its TASTE OF ASIA private label range to 100 products, adding five new Far Eastern food products as demand for Asian cuisine continues to grow across the Austrian grocery market.
The supermarket retailer said the latest additions strengthen its own-brand international food offering, which was launched last year with products including kimchi, miso paste and ramen noodles. The range now covers products inspired by Japan, Korea, Thailand, Vietnam, Indonesia, China and India.
The five new products include Korean-style hotteok churro desserts, Thai golden bags filled with shrimp and vegetables, Chicken Tikka Masala with rice under the TASTE OF INDIA range, and two Thai-style Sriracha sauces available in classic and mayonnaise varieties.
According to SPAR, the expansion reflects continued consumer interest in preparing Asian-inspired meals at home. Many of the new products are designed as convenient meal solutions that can be prepared within minutes.
The retailer also noted that its refrigerated Chicken Tikka Masala carries the “simply WITHOUT” label, indicating the product contains no added flavourings, colourings or preservatives.
The growing TASTE OF ASIA portfolio highlights how supermarkets are continuing to invest in private label international cuisine, offering shoppers a wider selection of ready meals, frozen foods, sauces and cooking ingredients while strengthening differentiation from national brands.
What happens next?
SPAR is expected to continue developing its international private label portfolio as consumer demand for global flavours and convenient meal solutions remains strong. The expanded TASTE OF ASIA range also reflects the increasing role of retailer-owned brands in driving innovation across supermarket ethnic food categories, reinforcing the importance of Austria’s private label market in responding to changing consumer preferences.
