A new Leicester food business has taken the hugely popular savoury samosa and reinvented it, to create a new sweet treat.
SamosaBoy has come up with a range of samosas which, instead of containing vegetables and meat, contain the likes of Oreo cookies and Nutella.
The business has been launched by two friends who come from sales and marketing backgrounds.
According to the duo, over the past few years, they’ve had discussions about working together to create something innovative and novel, free of client briefs, to which they could apply their own unique brand of sales and marketing.
Talking about how they came up with this particular concept, one of the business owners – who both wish to remain anonymous – told LeicestershireLive that it developed after a conversation about how retail food outlets had changed, from restaurants to takeaways, to different types of takeaways.
He said: “We saw the evolution of drinks and desserts becoming stand alone operations, such as bars, coffee outlets and dessert parlours. The industry seems to continue to focus on niches. Coffee is now segregated into speciality coffee and chai, and more recently, you can see a similar trend with the dessert category with niche outlets like waffle houses, crepe houses, doughnut outlets and ice cream parlours which lead us to consider marketplaces that were possibly untapped and that we could possibly innovate.”
The friends, who come from South Asian backgrounds and say they grew up on samosas, agreed that the samosa was a product that many were familiar with, but which had not really been innovated in any meaningful way since it’s inception and had potential to be so much more.
After months of research, they settled on the concept of sweet samosas.
“We concluded the doughnut was a titan of the pick-up and go dessert market. We felt the Samosa could be reinvented to rival the doughnut. We underestimated how challenging this was.”
However, after 24 months of trial and error, involving a few burnt pastries, some spilled chocolate, countless taste tests, feedback, corrections and revisions, the SamosaBoy sweet samosas are now on sale.
“We believe we’ve created something unique, something which we are really excited to share with the world and believe SamosaBoy as a brand has a lot to offer,” said one of the business owners.
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The concept has been rolled out in Leicester, and the samosas are already proving popular.
You can order one of the Samosa Boy’s OG boxes for £12 via the website, and there’s free delivery available on all orders in LE postcodes.
The boxes include one of each of the following flavours: The Rita Oreo (Oreo cookies and cream), We Found Nemo (Terry’s Chocolate Orange), Pinky and the Brain (strawberries and cream), The Royal Mint (Aero mint chocolate) Taking the Biscuit (Lotus Biscoff) and The Nutty Professor (Nutella hazelnut chocolate).
All samosas are freshly handmade on the date of delivery.