A RUBY REVOLUTION Barnaby MacAdam, development chef at Santa Maria Foodservice (Paulig PRO), takes us through the rise of contemporary Indian cuisine in the UK. GROWING APPETITE It has been a firm favourite in the UK for decades but the journey for Indian cuisine is far from standing still. What began with the classic ‘Ruby Murray’ – once a staple of Friday-night indulgence – has evolved to all-day relevance. Now, those same bold, comforting flavours are turning up in everything from premium ready meals to handheld graband-go street food. And nowhere is that evolution more exciting than in the fast-paced world of food-to-go. Indian cuisine in the UK is steeped in a rich history of migration, adaptation and culinary evolution – where traditional recipes travelled across continents, then reshaped themselves to fit new kitchens and palates. Early dishes were often gentler: creamier, less spiced and simplified versions of regional fare, tailored to suit unfamiliar tastes. But over time, the UK’s appetite for bolder, authentic and adventurous profiles has grown, with 90%
of consumers open to trying new international flavours1. Indian cuisine is leading the charge, not lagging behind. In 2025, contemporary Indian cuisine is riding the wave of global fusion and culinary creativity, capturing the attention of both consumers and operators. It’s outpacing the likes of Mexican, Thai and Greek2 in growth, popping up on QSR menus, street food trucks, lunch counters and graband-go chillers. Why? Because it blends traditional flavours with modern formats and global fusion in ways that are casual, quick and unmistakably on-trend. Gen Z is driving this, bringing a disruptive mindset to food: comfort but with a twist. They’re into playful mashups and familiar formats with unexpected layers. Indian cuisine, with its versatile components and street food roots, is made for this. Think Andhra-spiced hash browns, naan bruschetta, handheld butter chicken naanwich, vegan dhal wrap or tikka-spiced chickpea salad pot.
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