A few years later, in 1972, they formed the East End Foods brand and moved operations to Birmingham. Specialising in South Asian ingredients, they catered for the local community and went from strength to strength. They carefully sourced spices and other products from all around the world and gained a reputation for having high quality control procedures in place. In 2006, they opened the largest Rice Mill in Europe, and a year later, after the closing down of the old HP Sauce site in Aston, East End Foods purchased the site and built a new cash & carry. They also built another cash & carry in nearby Smethwick and with both branches strategically placed for UK distribution, they had lorries moving 200 tonnes of produce every day, going as far north as Glasgow or further south than London