Spice it up
Ethnic flavors, such as Thai, South Asian and other regional dishes have increasingly become the choice of consumers looking for different tastes and flavors. Few years ago, these cuisines were considered spicy and perhaps "not for me" by many who are looking to spice it up these days.
Curries, for instance, are huge, said Bill Ruderman, President of National Starch ULC in Brampton. "You'll see 20 different types of curry on store shelves now. Five years ago you wouldn't have seen that." Hamid Aliee, Technical Service Specialist at National Starch, added that today consumers are likely to find a curry sauce for each different dish. Primarily, consumers who try new / ethnic foods on holidays or at a local ethnic restaurant are now searching for those flavors in their local supermarkets. As a result, exotic ethnic products are becoming the norm in most Canadian kitchens.
A Toronto-based Italian pasta manufacturer was asked by at least six different companies to incorporate South Asian flavors in her pasta. "Everybody wanted an Indian-flavored pasta," says Elena Quistini, President of Pasta Quistini. The company was also approached to make Mexican salsas, and Asian and Thai sauces.