Friday, 29 May 2015

Brinjal dumbdown!

I don't normally peeve about such things, but I'm a trifle disappointed at the decision of Patak's to rebadge their veteran brand of Brinjal Pickle as Aubergine Pickle. I take it they've always assumed that aficionados of Indian cuisine know what a brinjal is, and find resonances in the traditional name. But ...


... now, for the hard of understanding, we get the full explanation:

AUBERGINE PICKLE
KNOWN IN INDIA AS 'BRINJAL PICKLE',
A UNIQUE SWEET PICKLE MADE
WITH AUBERGINES

Patak's Brinjal - as of 29th May, still called that one their website - is a wonderful  product, whose versatility even Patak's downplay in the jar description, which focuses on its use as a side offering "as an accompaniment to your favourite curry and ... great with a naan or pappadum. Or enjoy in a sandwich, salad or with cold meats to give to give an everyday meal a delectable Indian bite". In fact it's readily used in dishes, either (if you've nothing more specific in mind) as starter paste for a generic curry sauce, especially tomato-based; and in fact any soup or stew where you want a subtle chili-and-spice edge. We even use it in, say, tomato macaroni cheese. Give it a go - by whatever name.

- Ray

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