A retail giant in Britain has recently introduced a 'fusion' food. The vegetarian Biryani wraps hit the shelves recently and have left many baffled.
Well, why you may ask? For one obvious reason: Biryani and a wrap do not go together!
The brand was accused of "lazy product development" by some leading South Asian food experts in the UK after a new vegetarian biryani wrap hit the shelves as part of its Plant Kitchen range.
The giant was accused of using popular terminology to suit its marketing without proper research, with South Asian food experts taking to social media to point out that biryani comes in a bowl and not in a wrap.
"I started the row last year with the ridiculous Bengali Turmeric Kit by M&S so it's good to see more food writers and chefs getting involved in this debate," Mallika Basu, UK-based author of Masala: Indian Cooking for Modern Living', said.
Soon after, tweets flooded in, calling out the brand.
https://twitter.com/MaajidNawaz/status/1090324147719282694
Thanks but I like my Biryani with rice in a bowl not a wrap. Seriously M&S!? pic.twitter.com/XAqNfoUsN9
— Maunika Gowardhan (@cookinacurry) January 24, 2019
M&S 'biryani' wrap causes controversy - Just sell English food...simples
— UncT Bs (@UncT127) January 31, 2019
And biryani can now be eaten wrapped in shakarand ki roti
— Sanobar (@_Sanobar) January 31, 2019
"...the Mughal era dish and offering what it calls 'sweet potato biriyani wrap', described as 'fragrant sweet potato, basmati rice and buckwheat with a fresh kachumber salad and mango chutney, in a wholemeal roti wrap” pic.twitter.com/l9V62OW7TW
Today M&S faces backlash over their veg “Biriyani” wrap - I haven’t tasted this deviant dish yet nor am I tempted to - it doesn’t sound anything like Biryani. ATF https://t.co/V0E4fbD2ZB
— Phizzical (@phizzical) January 30, 2019
https://twitter.com/raveetabanger/status/1090741026204073984
Sweet potato biryani wrap @marksandspencer 🤯sort it out guys at M&S. England is full of people from Indian subcontinent I’m sure you have someone from this origine who could advise you on how people eat biryani. Biryani is not just food to us it’s a heritage
— Manish Raval (@MrUKDeshi) January 30, 2019
https://twitter.com/AbidaNKhan/status/1088784209102045184
Absolutely love this! You are completely right. Biryani is all about rice (and for me chicken!) and not sweet potato in a wrap!! X
— Reena Patel-Jackson (@ReenaP86) January 30, 2019
Just FYI, IT IS NOT A THING!
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