Moroccan craze stirs interest in Ras El Hanout

By Claire Videau

- Last updated on GMT

Related tags Spice

EHL Ingredients has seen a 60 per cent boost in sales of its spice blend Ras El Hanout in the past year, as manufacturers are responding to increased consumer demand for ethnic foods.

The Ras El Hanout is a blend of up to 40 different spices that has its origins in North Africa and the Middle East. The name means ‘top of the shop’, and it traditional mixes contain up to 30 of the best spices a shop has to offer. EHL Ingredient’s own recipe is composed of 14 spices such as cardamom, mace, nutmeg, lavender flowers, rose petals and ginger amongst other spices and herbs.

Tasneem Backhouse, sales director at EHL Ingredients told FoodNavigator.com that the Moroccan theme has become increasingly popular amongst consumers. Part of this is due to exposure to creative cuisine by TV chefs such as Jamie Oliver – and people are becoming more open to trying out different culinary cultures, but don’t necessarily want to visit the country.

EHL’s blend is easy to use in ready meals but can also be sold just as a spice for food manufacturers.

“There is a growing demand for it. It’s not yet as popular as curry powder because curry powder you can add it to a lot of different recipes. Ras El Hanout is more specific” said Backhouse.

This latest trend of home cooking pushes the industry to diversify its offer and give consumers the choice of various ingredients such as spices and herbs, not only finished products.

EHL Ingredients has also been given a helping hand by its recent award of grade A British Retail Consortium accreditation. The recognition from the retail association will strengthen EHL’s position onto the market and enable the company to supply the blend to more manufacturers.

Nick Perrin, key area manager at EHL said that now big companies are able to actually use the blend, whereas prior to that, they couldn’t or wouldn’t take the risks to use an ingredient that was not certified.

Fast growing market

According to the latest report from RTS Resource, the global market for seasonings, herbs and spices is growing at a rate of 4.4% per year and is forecast to reach £210 million by 2012 (250€ million) against £172 million in 2002 (204€ million) .The UK is the biggest market in Europe.

The key sectors for the seasonings, herbs and spices market are meat and savoury, snacks and ready meals.

The Ras El Hanout blend is ideally used in ready meals, cooking sauces and North- African style dishes such as meat tagines and couscous.

Related topics Market Trends

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