unearthed is helping customers discover Middle Eastern flavours with a range of new mezze dishes available from Waitrose. Ideal for sharing around the table, at picnics or as part of a barbecue, the range comprises three authentic dishes:
· Roasted Aubergine & Tomato in North African Inspired Spices topped with Dukkah
· Chargrilled Red & Yellow Peppers in a Ras el Hanout dressing topped with Pine Nuts & Golden Raisins
· Whipped Goats Cheese with Roasted Butternut Squash & Chickpeas in a Preserved Lemon Dressing topped with Pumpkin Seeds
The range is currently available in 226 Waitrose stores, and will enable consumers to enjoy sharing dishes traditionally associated with summer travel and dining – even if they have chosen to stay home.
Middle Eastern flavours are a major trend for 2020 as consumers explore the cuisine at restaurants such as Sheesh and Gökyüzü, while London restaurant openings of this particular cuisine have grown by 270% in the last five years [AlixPartners 2019]. Social media is further driving the trend as consumers are inspired to recreate recipes for famous dishes such as shakshuka and tagine at home.
The Aubergine & Tomato, Chargrilled Peppers, and Whipped Goats Cheese dishes are designed so consumers can create a meal inspired by the food culture of the Middle East. Stand out meals such as this are in demand, as the in-home lunch occasion has expanded by 87% [Kantar, January 2020] and consumers eat more meals together while working from home [Hungry for Change, 2020].
Carrie Hollis-Patel, senior brand manager for unearthed, says: “Our small, shareable plates mean consumers can enjoy a range of traditional Middle Eastern flavours in one meal – ideal for sharing with loved ones as the nation reunites. Each dish has been created by our passionate unearthed team, which immerses themselves in local culture, tradition and ways of life so we can understand the special foods that bring friends and family together. ”
The dishes can also be enjoyed individually as a snack – one of the original meanings of the Persian word ‘mezze’. Snacking occasions are on the rise [Kantar, 30 April 2020], and sales of houmous and dips in particular have grown by 9.5% year on year [Kantar, 14 June 2020].
Each of the new mezze options has a Recommended Retail Price (RRP) of £3.50.
Always striving to inspire and discover, unearthed has produced these dishes to challenge the ordinary picnic platter or Summer time snacking. Sensational flavours steal the show in these delectable recipes that are sure to attract an audience.