All posts by Shika Patel

Lucky Boat launches Rice Vermicelli

We already lead the way for wheat noodles amongst Chinese restaurants and takeaways, and to further support our noodle offering, we have recently launched Lucky Boat Rice Vermicelli.

Rice vermicelli is the 2nd most popular noodle type in Chinese Restaurants and Takeaways. It is also loved by consumers and a growth category in the major Supermarkets, with an impressive growth of +35% YOY.

As the noodle experts, we’ve responded to chef’s needs for perfect noodles: they have good elasticity & springiness, smooth mouthfeel texture and do not stick together, meaning there is no waste. In addition, they look & taste great and are easy to prepare.

Our new Rice Vermicelli, has already been well received by leading chefs, Chinese Master Chef Ken Wang: ‘’From my many years of experience as a Chef, I believe that to cook a perfect dish, it is important to choose the right quality ingredients. Having used the Lucky Boat, I feel that the quality of the rice vermicelli is excellent’’.

Offering a convenient, satisfying and quick to cook option for chefs of food on-the-go, takeaway or dine-in operations, Lucky Boat Rice Vermicelli noodles are valued for the speed of service they offer, taking only two minutes to cook!  They are suitable for many diets, including vegetarian and vegan, as well as being allergen-free.  Each case of Lucky Boat Rice Vermicelli contains 25 x 375g noodle nests, which are made with premium ingredients, contain no allergens, additives or preservatives, and are non-GMO.

Elephant Atta Medium with Multigrain wins 2 stars at The Great Taste Awards 2020

Judges from the world’s most esteemed food and drink awards had this to say about Elephant’s Atta’s Medium with Multigrain;
“This flour made a good dough, easily mixed and rolled out. It made particularly tasty chapattis which had a pleasant and interesting multigrain flavour. Very good eating indeed.”
Only launched in October Medium with Multigrain is already in great distribution in the Indian channel and more recently has gained listings in Morrisons and Tesco. The atta is naturally high in fibre and low in saturated fat sugar and salt. We think it’s delicious and are glad that the judges agree.

Elephant Atta launches the first atta in the UK which is high in Vitamin D*

Bright yellow Elephant Atta Medium with Vitamin D bags have hit shelves all over the country. The latest innovation from Elephant Atta is available in 10kg and 1.5kg and is the only atta available that is high in Vitamin D*an important vitamin that is good for your bones, teeth and immune system.** According to Public Health England, 1 in 5 people in the UK have low levels of Vitamin D*** and Elephant Atta Medium with Vitamin D provides atta consumers with an easy way to include Vitamin D in their diet without any compromise on taste. This important addition to the range will be supported with a national marketing campaign including a brand new TV ad which will be on air from the beginning of October.

*As checked and verified through AC Nielsen Scantrack data (May 2020) and ESA an independent audit of 100 South Asian retail stores (March 2020)
** Vitamin D contributes to normal absorption/utilisation of calcium and phosphorus. Vitamin D contributes to the maintenance of normal bones. Vitamin D contributes to the maintenance of normal muscle function. Vitamin D contributes to the maintenance of normal teeth. Vitamin D contributes to the normal function of the immune system.
***National Diet and Nutrition Survey. Findings from the Report of Years 7 and 8 (combined) (2014/2015 – 2015/16). PHE National Diet and Nutrition Survey (2008 to 2012) shows that 23% of adults aged 19 to 64 years, 21% of adults aged 65 years and above and 22% of children aged 11 to 18 years have low levels of vitamin D in their blood.

Rajah and Elephant Atta conquer the South Asian festivals!

Rajah and Elephant Atta had an exciting calendar of events over the summer, including the three biggest South Asian community festivals across the UK: Manchester, Leicester and London. The goal was to engage with key consumers by providing a memorable brand experience. The Elephant team invited consumers to try chapatti pizzas, while the Rajah sampled delicious Chana Masala dish, various competitions also took place for a chance to win some of our products.

Bollywood comes to town…..

On the 23rd March 2019, Rajah Spices bought some Bollywood magic to Wembley Boulevard with 50 members of Shiamak Dance Crew performing live throughout the day, along with lots of promotional activity bringing together the communities love for Bollywood films and desi food. The event was also broadcast live on Sunrise Radio.


Leo Beer UK Launch

Recently Launched in the UK Leo beer is currently sold in 22 countries around the globe. It is the #1 product in the Thai home market with circa 50% market share meaning it is recognised by consumers who have visited Thailand and appreciated by “foodies” who are looking for that authentic experience.
It has been honoured the Gold Medal for Best Beer Quality Award by the World Beer association and has recently been awarded Asia Most Trusted Brand 2018.

Visit the new Leo brand page to find out more!

Gravesend Vaisakhi

The Rajah and Elephant Atta team joined forces at Gravesend Vaisakhi Mela this year where 15,000 people were in attendance, we handed out over 2,000+ Elephant Atta samples, tasting samples of New Rajah Masala Blends, recipes cards & recipe books and balloons we also raised £678 for the temple.

Welsh 3 Peaks Challenge

Westmill Trafford and Enfield staff joined forces to complete the Welsh Peaks Gold Route Challenge on Saturday, 30th March in Abergavenny, to raise money for Westmill’s chosen charity Foodcycle. The route of 22.5 miles and 5000′ of ascent, crossed over three prominent peaks: Blorenge, Sugar Loaf and Skirrid. A fantastic £700 was raised for a great cause.

Community Feast – Southall Temple

14 Westmill volunteers teamed up with the Shree Ram Mandir temple in Southall to serve a special lunch to the local community.

We worked together with volunteers from the temple and a local restaurant to prepare and serve a delicious lunch to over 500 people from the Southall community. We served 3 different types of curry alongside rice, salad, puris and a dessert to the community who all ate together in the hall that we had specially decorated. From rolling rotis to serving food, clearing plates, handing out flyers and decorating the hall – everyone got stuck in and played their part in making the day so special. The result was a delicious lunch and a fantastic opportunity to come together with local organisations to give back to the community in Southall

Award Winning Spread the Joy with Tolly Boy!

The success of the community campaign Spread the Joy with Tolly Boy has been recognised by winning the  Community/Charity Campaign of the Year award at the British Asian Media Awards.

Spread The Joy with Tolly Boy supported 20 Bangladeshi & African community groups in the UK & provided funding of over £20,000 to the community groups involved.

Well done to all at Westmill, from production staff at Selby right through to the commercial team, who all played their part in make the campaign a success!

Pictured is Ricky Oberoi from Westmill accepting the award from MP Martin Day and singer Juggy D.

To find out more about Spread The Joy with Tolly Boy see the campaign video;

Spread The Joy with Tolly Boy

On June 18th 2018, Tolly Boy launched a grassroots campaign “Spread the Joy with Toll Boy” to support African and Bangladeshi communities in the UK. A campaign which committed to offer prize donations to deserving community projects, helping them strive, thrive and flourish.

84 days and 20,341 votes later, the winners of the Spread the Joy with Tolly Boy campaign were acknowledged during an awards ceremony at Wapping Youth Centre. The occasion was filled with heart-warming stories of the journey undertaken by community groups to achieve votes for their respective causes and appreciation for Tolly Boy who has partnered with them.