Your taste-buds are our measure of success, so we want you to be constantly delighted by the flavours of the food you cook.

East End Foods PLC are a Made in the Midlands Gold Member

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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.

East End Foods PLC's Badges

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Inclusivity Campaign

Members who have attended workshops on inclusion in the workplace and improving workplace mental health gain the inclusivity badge. To learn more about becoming a member of the Made in Group inclusivity campaign visit

Event Passport

Members who have the passport badge have enhanced membership that includes the option to attend all national events. To enquire about becoming a passport member email [email protected]

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Learn More About East End Foods PLC

Simply The Best

Company Statistics


  • August 2018
  • 350
  • 1974
  • £195,000,000

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Contact Us

East End House Kenrick Way, West Bromwich, B71 4EA
Tel: 0121 553 1999