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In 1972 the Wouhra Brothers had a vision of bringing authentic, high quality foodstuffs to the growing Asian market and East End Foods was born. More than four decades later East End Foods has become a valued supplier to independent Asian grocery stores as well as major supermarkets including Tesco, Waitrose and Asda.

In the 50s and 60s there was a surge of Asians coming to the UK from India, Pakistan an East Africa – the lack of their favourite foodstuffs, pulses and spices, made home-cooked food that tasted as it should almost impossible.

The five Wouhra brothers, Trilok, Tony, Jas, David and Don, took action and opened a small store in Wolverhampton, stocking raw ingredients and dried goods to supply the demand for Asian flavours.

The demand grew and so did the business and now East End Foods is a nationally known wholesale business.

The Wouhra brothers started to actively resource the best products available from growers worldwide. The result is a reputation for excellence and the growth of the company to be one of the UK’s largest specialists for spices, lentils, pulses and rice.

The secret is in their control of the production from start to finish – their dedication to premium quality goods means that you can create the dishes tasting just as good as the ones your grandparents cooked back in India or Pakistan.

East End Foods is now the leading supplier of Asian foods in the UK providing the nation with flavours from around the world.



The East End Foods company philosophy is to deliver premium quality food products to your kitchen. To do this:

  • We educate our farmers to grow high quality crops
  • Only the best of the crops are selected, ensuring no damaged items enter the production process
  • Products are dried under solar tents and laboratory tested for physical, chemical and microbiological properties before shipping to us in the UK
  • Produce is tested again and then cleaned, milled and sealed for ultimate freshness
  • Stored in ideal conditions to maintain that freshness

What you put into your body influences how healthy you are – so food is medicine to give you the essential vitamins and minerals to keep you healthy. Retaining the natural taste and quality of a product is pure ensures you’re contributing to your health as well as creating delicious dishes.