Food & Drink International sits down with Jimal Solanki, International Sales Director at Taj Foods, to learn more about the UK & Europe’s leading ethnic frozen food brand and award-winning market leader.
Could you tell us a little about Taj Foods and its journey to becoming the UK & Europe’s leading ethnic frozen food brand?
Taj Foods’ story is one of heritage, authenticity, and vision. Established in 1980, the business began by supplying frozen cassava and green protein ingredients to meet the needs of first-generation communities seeking authentic tastes from home. As demand grew, Taj Foods expanded into herbs, frozen snacks and traditional breads, quickly becoming a trusted name in world foods.
A defining moment came when Taj Foods became the first ethnic frozen food supplier to major supermarkets in the UK and Europe. From Tesco and Sainsbury’s to ASDA and Morrisons, Taj pioneered the presence of authentic frozen world foods in mainstream retail. This opened the freezer aisle to new customer groups and laid the foundation for today’s thriving category.
Over the decades, this small but ambitious family business grew steadily by staying true to its founding principles: authenticity, quality, and consistency. Buyers came to rely on Taj Foods for a product range that not only met community demand but also delivered guaranteed performance in-store.
Today, that pioneering spirit has propelled Taj Foods to become the UK & Europe’s leading ethnic frozen food brand. From frozen staples to innovative ready-to-cook solutions, our range has evolved with the times, but our commitment to delivering the very best of world foods has never wavered. Widely stocked across supermarkets, wholesalers, and independent retailers, Taj Foods has become the partner of choice for trade buyers looking for reliability, credibility, and proven results.
How is Taj Foods shaping the future of frozen world foods?
As the leading ethnic frozen food brand in the UK & Europe, Taj Foods is setting the pace for the category. Frozen food has shifted from being a convenience back-up to a category driven by authenticity, quality, and innovation. Taj Foods is at the heart of that shift.
Our development strategy ensures the range stays relevant to evolving tastes. From traditional ethnic staples to innovative ready-to-eat snacks, Taj’s products resonate with both heritage-driven customers and mainstream shoppers exploring world cuisines.
By expanding choice and elevating quality, Taj Foods is redefining what “frozen world foods” means. For trade buyers, this leadership ensures they are stocking a brand with strong recognition and the ability to attract cross-cultural shoppers into the frozen aisle.
Backed by global standards and certifications, how are accreditations key to Taj Foods’ reputation as a trusted brand?
Trust is everything in frozen food. Being the UK & Europe’s leading ethnic frozen food brand comes with responsibility: buyers and consumers alike must be confident that every product meets the highest benchmarks of safety, quality, and authenticity.
Our accreditations—including BRCGS certification, Superior Taste Awards, Great Taste & Vegan and Vegetarian Society Approvals —provide that assurance. These globally recognised standards are more than compliance; they are the foundation of Taj’s trusted status. For wholesalers and retailers, this reduces risk, builds confidence, and ensures that every product aligns with customer expectations.
Taj Foods offers integrated trade support to guarantee sell-out performance. Could you tell us more about this?
As the market leader, Taj Foods knows that success comes from more than great products—it comes from integrated support.
We work closely with retailers and wholesalers to deliver in-store sampling programmes, converting curiosity into trial and trial into repeat purchase. Sampling is proven to boost basket spend and loyalty, helping partners achieve faster rotations.
Equally important is our digital reach. Taj Foods has built one of the strongest social media presences in world foods, designed to create demand before stock even arrives. Through teaser campaigns, recipe content, influencer partnerships, and community engagement, we prime customers to seek out Taj by name.
Explore our growing digital presence:
* Instagram: @tajfoods
* TikTok: @tajfoodseu
* LinkedIn: Taj Foods Ltd
This combined digital-to-store flow means that when buyers stock Taj, they are plugging into a brand with ready-made demand and a marketing engine that ensures sell-through.
Taj Foods has secured numerous awards and achievements, recently being recognised at the prestigious Asian Achievers Awards 2025. What does this mean to the business?
Recognition at the Asian Achievers Awards 2025 is a landmark moment for Taj Foods and a proud milestone in our journey as the UK & Europe’s leading ethnic frozen food brand. This award reflects not just our commercial success but also our cultural impact, community contribution, and the trust we have built across the food industry.
The significance of this recognition is amplified by the company we stood alongside. Sharing the stage with outstanding achievers such as music producer Rishi Rich and global business leader Neeraj Birla highlights the calibre of the platform. To see Taj Foods celebrated in a room filled with influential leaders, innovators, and visionaries underlines not only our market leadership but also the scale of our contribution.
For trade partners, it is a powerful endorsement: they are working with a brand that has earned recognition at the very highest levels. Awards like this also resonate strongly with shoppers—when they see Taj Foods celebrated in such a prestigious arena, it builds loyalty and trust, translating into stronger sales, faster rotations, and sustained category growth.
Ultimately, this award is both an honour and a responsibility. It validates decades of dedication to quality, authenticity, and innovation, while motivating us to keep raising the bar as we continue to shape the frozen world foods category across the UK and Europe.
Conclusion
Taj Foods’ position as the UK & Europe’s leading ethnic frozen food brand is built on authenticity, trust, and partnership. Our diverse and innovative product range, backed by global accreditations and supported by both in-store and digital trade strategies, ensures that we deliver guaranteed performance for our buyers.
The recognition at the Asian Achievers Awards 2025 reinforces our leadership and credibility, giving both retailers and wholesalers the assurance that when they stock Taj Foods, they are aligning with a brand that drives demand, inspires confidence, and leads the market.
For buyers looking to strengthen their frozen category with products that sell and a brand that customers trust, Taj Foods remains the first choice—and the market leader.
To learn more about Taj Foods visit www.tajfoods.com, call 0208 594 1542 or email sales@tajfoods.com