Ignite your culinary and snack creations with fiery innovation
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Experience the captivating world of fire through new, unique and versatile fire-inspired profiles.
Crafted with an unparalleled portfolio of grilled, smoked, and culinary ingredients, our fiery signatures will differentiate your products and brands in the marketplace.
Inspired by global and local culinary journeys, deep consumer insights from South Asia, the Middle East, and Africa (SAMEA), and collaboration with a renowned grilling expert, our fire-inspired portfolio is crafted to capture the true essence of fire in your food and snack offerings.
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Why fire?
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Why fire?
In SAMEA, fire is more than fuel; it’s flavour, feeling, and tradition. It sparks connection, evokes memories, and breathes life into dishes that span cultures and generations. From glowing coals to modern high-flame techniques, fire continues to evolve as a symbol of continuous evolution. At the intersection of heritage and progress, it empowers chefs and brands to reimagine food experiences that are bold, sensory-rich, and deeply resonant.
A rich culinary legacy, reignited
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A rich culinary legacy, reignited
Fire connects people through food. Whether it’s chargrilled meats, slow-roasted rotisserie, or the earthy depth of clay pot cooking – each brings a distinct sensory signature and cultural story.
From the flame to the field
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From the flame to the field
To bring ‘holistic fire’ experiences to life, we went straight to the source, the kitchens, communities, and cultures where fire is felt, not just used. Through in-depth interviews with expert chefs and focus groups with consumers in Egypt, Saudi Arabia, and India, we uncovered the emotional connections, cooking rituals, and sensory expectations that shape how fire is experienced across the region.
These insights helped us move beyond profiles and into rich, relevant food experiences designed to resonate deeply with what people crave.
Saudi Arabia
From charcoal-grilled meats to smoky snacks, in Saudi Arabia, it’s all about the aroma, the gathering, and the feeling of authenticity. Dive into how Saudis crave fire-cooked experiences that are bold, balanced, and rooted in tradition.
India
In India, fire is about heritage, drama, and depth. From slow-cooked dum biryani to smoky claypots and flame-finished Laal Maas, discover how local experts and consumers celebrate fire as a mark of pride, craftsmanship, and premium dining.
Egypt
Egyptian consumers crave bold, smoky profiles that bring people together. Explore how fire-flavoured foods in Egypt are evolving from tradition to trend, with digital discovery and at-home innovation leading the way.
Explore the elemental power of fire
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Explore the elemental power of fire reimagined for today’s tastes and tomorrow’s innovations
At the heart of this ‘fiery’ innovation lies a deep respect for authenticity and innovation. By curating nine iconic flame-cooked techniques, we are capturing the pure tonalities of fire; translating them into holistic, multi-sensorial solutions that deliver flavour and emotion. Those region-relevant tonalities fall under three broad themes:
The gold standard
Rooted fire
New Age fire
Ready to co-create what’s next?
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Ready to co-create what’s next?
Inspiration is just the beginning while collaboration is where the fire truly grows. Join us in shaping the next wave of bold, authentic, and unforgettable fire-inspired creations; made for your consumers and co-created with you.
