How Surya Foods is scaling authentic world staples into a global branded foods powerhouse
For more than 30 years, Surya Foods (Surya) has passionately brought authentic flavors from around the world to consumers across the UK. Founded in 1989, the family-owned business has evolved into one of the country’s leading brand food companies, specializing in the sourcing, manufacturing, importing, and distribution of high-quality world foods. With its flagship rice brand, Laila, holding the position as the UK’s number one dried rice brand, Surya’s portfolio is built around 17 proprietary brands – spanning cuisines from South Asia, East Asia, the Caribbean, Africa, the Mediterranean, and beyond.
From humble beginnings, with the acquisition of a small rice mill in Birmingham, the business was founded by Kewal Dulai who came to Britain from India in 1967; however, it was the addition of Kewal’s sons, Harry and Suki, to the workforce – who now head up the Harwich-based business – that resulted in rapid growth. As a young student, Kewal arrived in the UK with just £3.00 in his pocket and was among the pioneering migrants invited to the UK from India in the 1950s and 1960s to help regenerate post-war Britain.
Reflecting its continued expansion, the business has doubled in size over the past three years and earned a place among the UK’s Top 150 Food & Drink Suppliers, cementing its position as a leader not only in world foods, but across the wider food industry. Today, Surya is achieving a 30 percent growth in revenue – testament to its continued innovation and gastronomical flair. Food Chain sits down with Harry Dulai, Surya’s Chief Executive Officer, to dive deeper into the key driving factors behind the company’s operational success.
“World foods continue to outperform many other grocery categories as the UK becomes increasingly diverse and consumers become more adventurous in the cuisines they cook at home,” Harry begins. “Retailers recognize that opportunity and have continued to invest in world foods through increased shelf space, wider distribution and stronger promotional support. Cultural celebrations, such as Ramadan, Chinese New Year, and Diwali continue to grow in scale and importance across the UK. Our brands, including Laila, Salaam and Mai Thai, have performed exceptionally well during these key trading periods.
“We’ve also seen more consumers switching to dry rice as they look for better value,” Harry continues. “Buying larger bags of rice from the world foods aisle offers significant savings compared with microwaveable or pouch rice, without compromising on quality.
“Identifying hot trends is also a key strength and growth driver. For instance, one standout success for us this year has been Kewpie mayonnaise, the original Japanese mayonnaise brand, which we distribute into the UK market. Created in Japan in 1925, unlike standard Western mayonnaise, Kewpie is known for its richer, slightly sweeter taste, and use of egg yolks only, which gives it a creamier texture and deeper umami flavor. It is popular worldwide, especially with sushi and sandwiches or as an ingredient in modern fusion cooking.”
Long-term growth
Amidst its continued growth and evolution, authenticity has always been at the beating heart of Surya. Over the decades, Surya has built an extensive, diverse, and loyal customer base built through an efficient route-to-market model, wherein its products are everyday culinary staples. For Surya, this credibility is everything, and so staying relevant in the market means simply staying true to its roots.
As the demand for authentic, worldwide foods increases within the UK market, Surya is well-positioned to harness future opportunities. The company’s new facility – a 40-acre HQ with a 250,000-square-foot distribution space – represents a significant step in its long-term growth plans, supplying increased capacity and the ability to operate more efficiently at scale, particularly as it shifts towards more vertical integration.
“Our core strength remains our global sourcing and distribution model, which gives us access to authentic world foods at scale. The addition of UK-based manufacturing capability through our Harwich site simply enhances that model, rather than replacing it,” Harry details. “It provides greater control over production, allows us to respond more quickly to specific customer requirements, and supports more efficient product development and adaptation for the UK market. It also gives us additional flexibility in how we manage supply and availability across key ranges.”
In terms of further developing its sales channels, acquisitive growth also forms an integral part of Surya’s wider expansion strategy. The company’s recent acquisition of Karma Bites, for instance, signals its move into the healthy snacking category, though Harry emphasizes that flavor and quality remain paramount in both new and existing products.
“The snacking category is evolving rapidly. While traditional favorites remain popular, shoppers are increasingly looking for healthier alternatives, bold global flavor, and products inspired by the latest food trends. Our strategy is to stay relevant and ahead of those shifts,” he says.
“The acquisition of Karma Bites is a great example of that approach. Its naturally flavored popped lotus seed snacks have strengthened our presence in the better-for-you category, while our wider snacks portfolio continues to evolve in line with consumer demand. Through brands such as Laila, Kingston’s and Thai Dragon, we’re offering everything from South Asian-inspired snacks and Caribbean favorites to Thai classics. We’re also seeing exceptional demand for nuts, such as Laila Pistachios, reflecting the growing consumer appetite for healthier snacking options.
“Of course, not all snacking is about health. We also focus on the tastes consumers are actively seeking. The Laila range celebrates South Asian-inspired flavors – which account for 70 percent of the world foods snacks market – spanning grills, Bombay mix, spiced mini poppadoms, and much more. Laila is the second biggest brand in Bombay mix and grills in the UK, with both segments delivering the strongest growth for the brand.”
While strengthening its portfolio and expanding into new product categories remain central to Surya’s domestic growth strategy, the company is equally focused on broadening its global footprint. With decades of international sourcing expertise and an increasingly integrated operating model, Surya is strategically positioned to capitalize on rising demand for authentic world foods beyond the UK, while carefully navigating the complexities of global trade, particularly in the US and Australia.
“International expansion presents exciting opportunities, but it also comes with its challenges. Rising transportation costs, fluctuating tariffs and import duties, and navigating different regulatory and labelling requirements across markets all add complexity. At the same time, every market has its own consumer preferences and retail landscape, so it’s important to understand how best to position world foods products for local audiences. That said, these are challenges we’ve been managing for many years,” Harry reveals.
“As an international sourcing and distribution business, we already have extensive experience working with global supply chains and adapting to changing market conditions. Our focus is on building strong local partnerships, maintaining the highest standards of quality and remaining agile as international trade continues to evolve. Ultimately, the demand for authentic world foods is growing across the globe. By combining our experience with a portfolio of trusted brands and a flexible approach to international markets, we’re in a great position to make the most of this great opportunity for growth.”
Breakthrough brands
Looking ahead, Surya Foods is focused on transforming its strong UK foundation into a truly global branded foods business. With ambitions to establish its brands as leaders across international cuisine categories and reach a turnover of £1 billion, the company is pursuing a clear growth strategy built around market expansion, international channel development, acquisitions, and continued investment in its capabilities.
Strategic investments in infrastructure, including the consolidation of operations into a state-of-the-art Harwich facility and expanded manufacturing capacity across the UK and India, will further enhance Surya’s ability to innovate, scale, and respond to evolving consumer demand. Alongside this, the business will continue to strengthen its portfolio through new product development, the launch of more than 65 new SKUs, expansion into high-growth categories such as ambient, snacks, and frozen, and the elevation of its emerging hero brands on the international stage.
With a growing presence across retail, foodservice, and export markets, Surya is building on the foundations that have driven its success for more than three decades. By combining authentic global flavors, trusted brands, operational expertise, and a forward-thinking approach to growth, the company is ready to bring the next generation of world foods to consumers across the UK and beyond.
