Colonia, New Jersey (June 11, 2024) –Arya International, maker of traditional Indian foods for the wellness-minded family, announces the launch of its new Whole Wheat Rotis at Whole Foods Market. Distribution into select Whole Foods Market locations across Maryland, New Jersey, Pennsylvania, Virginia, and Washington D.C. marks Arya’s largest expansion into natural grocery.
Arya was inspired by a comfort food favorite from Patel and his sister’s childhood. With their mother’s heirloom recipe and masterful guidance, Arya’s first-generation Rotis were born in 2022 and found local traction in Tri-State Indian markets. The company’s clean ingredients and homestyle taste quickly found a fanbase with multi-generational, culturally diverse consumers, many of whom—like Patel and his friends—shopped regularly at other retailers. Set on serving consumer demand with growth beyond the ethnic channel, Patel led a focused reformulation and brand refresh in 2023. The new line debuted at the Specialty Food Association’s Winter Fancy Food Show, where Arya took home a coveted sofi™ Award for Best New Product. The warm reception continued at EXPO East, with an Editor’s Choice NEXTY Award for Tasty New Discovery.
"From the first bite, you can’t help but taste the passion and tradition in Arya Roti," says Daniela D'Ambrosio, Senior Local Forager at Whole Foods Market. "One of my favorite parts of the job is meeting suppliers and learning the stories behind how they created their brand and product, especially the love and family traditions that inspired them to share their food with the world. We're excited to now bring this product to Whole Foods Market shelves for our customers to enjoy."
Created to elevate everyday meals, Whole Wheat Rotis contain simple, familiar ingredients: whole wheat flour, filtered water, avocado oil and sea salt. The fully-cooked flatbreads will be sold in the refrigerated breads section, and contain zero gums, artificial ingredients, preservatives or added sugars. “We’re committed to making plant-based Indian foods more approachable and convenient,” says founder and CEO, Shridhar Patel. “Launching in Whole Foods Market is an incredible opportunity to serve customers who value ingredient transparency and enjoy culinary adventure. Our team is eager to continue innovating with natural ingredients.” Patel is hopeful that familiar attributes like the Whole Grain Council’s yellow 100% Whole Grain Stamp will help drive trial and build trust with new customers.
What’s a Roti?
With a charmingly blistered surface and a supple, chewy-soft texture, unleavened Rotis are a staple in the Indian breadbasket. Rotis are traditionally cooked on an ungreased iron tawa, or skillet, puffing into airy balloons from trapped steam. Once cooled, a Roti reveals thin, rustic layers that are ideal for scooping up rich sauces, curries or stews. Swap a Roti in for any recipe that calls for tortillas, wraps, crêpes or lavosh.
About Arya International LLC
Established in 2017, Arya is an award-winning New Jersey-based brand making classic Indian comfort foods with a focus on clean ingredients, convenience and approachability. The certified minority-owned company is committed to preserving authentic tastes and textures through heritage technique, without compromising nutrition. Arya’s flagship line of plant-based, all-natural Rotis are crafted without seed oils or preservatives, and feature 100% whole grains, veggies, and superfood herbs and spices. Arya’s Golden Curry Roti is the recipient of a 2023 sofi™ Award and 2024 NEXTY Award, while its Cumin Spinach Roti won a 2023 Editor’s Choice NEXTY™, awarded by New Hope Network. For more information about Arya and their products, visit www.eatarya.com or via social @eatarya.
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MEDIA CONTACT: VICTORIA HO, [email protected]