Celebrity chef Vikram Vij launches frozen line

Vikram Vij, one of the most recognizable faces of Indian cuisine, has brought his authentic home cooking to consumer’s tables with his new frozen food line that is now available across Canada.

The Vij’s line features vegetarian dishes of classic Indian dishes.

Vij was adamant that the line was authentic and not toned down to suit mainstream tastes.

“Butter chicken and chicken tikka masala are not the only Indian dishes that exist,” says Vij. “This line differentiates itself from competitors because it’s reflective of the homecooking I grew up with and feature in my restaurants.”

The frozen packages can be heated in a saucepan, microwaved or popped into a pan of boiling water, and ready to eat in 15 minutes or less.

But Vij encourages consumers to add their own personal touch to the prepared meals, whether it’s chopping up some vegetables to add, or even the act of boiling the water. “I wanted consumers to have one step to feel like they did the cooking,” says Vij. “It’s about back-to-basics cooking.”

The vegetarian products will be rolled out across Canada in the next couple of months. Meat products will be launched at a later date.