About East End
East End Foods is one of the UK's largest Asian food companies, founded in 1972 in Wolverhampton by five Sikh brothers—Trilok, Tony, Jas, David and Don Wouhra—who were originally from New Delhi, India. Starting with a small store delivering Asian ingredients door to door, the business grew over four decades to become the largest importer of ethnic foods in the UK with annual turnover exceeding £195 million. The company manufactures and distributes over 1,250 Asian food ingredients including authentic Indian spices (garam masala, turmeric, cumin, chilli powder), pulses (lentils, chickpeas, beans), basmati rice, oils, sauces, pastes and curry mixes. More than 80% of independent Asian grocery stores in the UK stock East End products, alongside major supermarkets Tesco, Asda, Morrisons, Sainsbury's, Waitrose, Aldi and Co-op. In 2019, the Wouhra brothers sold the company to private equity firm Exponent. East End Foods is now based in West Bromwich and part of the Vibrant Foods Group alongside sister brands Cofresh (snacks), TRS (Asian foods), and Everest Dairies. The Vibrant Foods platform was created specifically to consolidate these ethnic food brands under one umbrella. East End was originally established to cater to Indian, Pakistani and East African grocery requirements—bringing authentic South Asian flavours to the UK market. Today the brand remains trusted for quality ingredients that form the foundation of home-cooked curries, dals, biryanis and traditional Asian dishes. Compare East End spices, rice and pulses at Tesco, Asda, Sainsbury's and Morrisons with Grocefully.





















