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Haldiram Launches New Line of Frozen Products

Seen at one of Haldiram’s road shows (l-r): Santosh, Namaste Plaza manager; Fremont Vice Mayor Anu Natarajan; Haldiram distributor Kitoo; a worker. (Som Sharma photos).
  • FREMONT, Calif., United States

    Indian American residents in the Northern California East Bay Area got a pleasant treat as sweets and snacks company Haldiram’s offered samples of its new line of frozen foods here May 5 and 6 at Namaste Plaza, an Indian grocery store here.

    Namaste Plaza’s manager Santosh told India-West that the response to Haldiram’s new line has been excellent. “The frozen stuff is selling a lot,” he said, noting that the store had sold 250 units over the weekend.

    Haldiram’s frozen food line includes kulfis, ready to eat sweets and snacks, amongst other items. Kitoo, who distributes Haldiram’s products via her Xpressions company, told India-West that Haldiram’s plans to roll out ready-to-eat thalis next month, with pooris and naans.

    Xpressions started its Haldiram road show in the Bay Area about a month ago, and has displayed its items in three stores thus far. “We’re getting all sorts of good feedback on the quality of the product,” she said, adding, “This store has been the best so far.”

    Every week, two new Haldiram’s products are demonstrated at Indian supermarkets. “We’re trying to get people to taste the products and decide on quality,” said Kitoo, adding that she hopes people will give suggestions for future Haldiram’s products.

    The next road show is scheduled for May 12 at India Cash and Carry in Fremont. Xpressions also has a Facebook page where people can win a $25 Haldiram’s gift certificate in a raffle held each week.

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