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FreshDirect Adds Indian Cuisine

LONG ISLAND CITY, N.Y. -- Online grocer FreshDirect yesterday said it launched an exclusive line of meals developed in collaboration with chef Floyd Cardoz of Tabla restaurant in New York, which serves an innovative "New Indian" cuisine applying Western technique to traditional flavors.

"Chef Cardoz's culinary expertise and passion for India's diverse regional cuisines made this a very exciting project," said FreshDirect president and c.e.o. Steve Michaelson in a statement.

FreshDirect's new line from Tabla includes seven proprietary "4-Minute Meals," including Tamarind-Glazed Salmon with Poppin' Spice Potatoes for $11.99, Chicken Tikka Masala with Pea Pilaf for $8.99, and New Indian Pork Rib Vindaloo for $9.99; seven "Ready-to-Cook" entrees, among them Spicy Black Pepper Shrimp for $7.99, Goan-Spiced Berkshire Pork Medallions for $12.99, and Boodie's Spiced Half-Chicken for $2.99; and four side dishes, including Mint & Cashew Quinoa Pilaf for $5.99 and Chickpea Masala for $6.99. Cardoz and FreshDirect senior director of research & development Tina Bourbeau created the meals.

The grocer has previously developed Mexican and Italian meal lines. As with the Mexican 4-Minute Meals, FreshDirect's packaging features a valve designed to steam the meal, allowing for a variety of raw ingredients to cook together at the same time. In contrast to most pre-packaged culinary offerings, these fresh meals don't need to be thawed and can be placed directly in the microwave.

"Our hope is that this collaboration will benefit the lives of the many busy New Yorkers who don't have a lot of time in their day set aside for cooking," noted Cardoz.

Tabla and FreshDirect will donate a portion of the proceeds from each purchase to local nonprofit anti-hunger organization City Harvest.

FreshDirect serves most of Manhattan and locations in Queens, Brooklyn, Staten Island and the Bronx, as well as parts of New Jersey and Westchester and Nassau counties. The company has over 250,000 customers and has fulfilled more than 6 million orders since opening for business in September 2002.
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