If you're here, you're building ATE with us.
A partner map for manufacturers, food consultants, creative and retail teams. Plus the labelling checklist that keeps every SKU compliant.
The three partner shapes
An air popping process that keeps makhana consistently light and evenly puffed at 80g run scale. A seasoning application that adheres cleanly without going sticky or oily. Batch traceability and BRCGS or equivalent documentation. Confidence with plant based, gluten free and no palm oil formulations, these are lines we do not cross.
Recipe leads that stay true to the flavour brief without softening them for a Western palate. A view on shelf life, moisture control and how each seasoning behaves across a 12 month best before. Honest input on where the formulation is close and where it is not yet good enough.
Work that respects the loud outside, serious inside rule, loud packaging is intentional, loud copywriting is not. Retail ready assets that treat every SKU with the same weight. An assumption that the customer is smart and curious, not that they need Indian food explained to them.
What has to be on every unit.
- Product name
- For example, Air Popped Masala Makhana.
- Ingredients list
- In descending order by weight.
- Allergens
- Clearly highlighted, for example MILK or SOYA where applicable.
- Net weight
- For example, 80g.
- Nutrition declaration
- Per 100g and optionally per serving.
- Best before date
- Required on every unit.
- Batch or lot code
- Required for traceability.
- Storage instructions
- Where needed.
- UK food business operator
- Name and UK address, or importer where applicable.
- Country of origin
- Where required, for example Product of India.
- Preparation or use instructions
- Where applicable.
How to reach us
Born in India. Raised in London. End of the brand bible — this is a working document. It will change as the brand does.