Salt-N-Easy gains incremental share in local market

SALT-N-EASY, the latest cooking aid/food enhancer from Salt of the Earth Ltd, is gaining incremental sales and market share in less than four months, the Israeli maker reported.

The salt-based product meets health and indulgence trends, and is becoming a popular condiment for roasting vegetables, fish and poultry, amongst local chefs. But the product is available to home cooks, too.

Salt-N-Easy also targets consumers who are into home cooking. Israeli cuisine has been influenced by shows such as Master Chef, and the rise of gourmet restaurants using fresh ingredients also inspires home-cooked “gourmet-like” recipes. As a result, demand for clean label ingredients and natural products is also rising.

“Most sauces for oven cooking are processed and contain unhealthy fats and chemical preservatives,” said Giorit Carmi, marketing manager, Salt of the Earth. “Salt-N-Easy is an all-natural, exotic, clean-label blend of coarse sea salt and spices.”

A winner of the SIAL Innovation Selection 2014 awards, Salt-N-Easy is a healthier option since it has the ability to absorb heat and dissolve it effectively during the roasting process. As a result, the dish keeps moisture level and preserves the juiciness on the interior of the roasted chicken or fish, without having to add any fat or oil.

“The launch of this line to the leading Israeli retailers is a case study for our goals to penetrate the international retail market. The main difference is that we will be able to market it also as a private label product,” Carmi added.