Salt-N-Easy, the new chefs’ secret for roasting vegetables, poultry and fish, gained incremental sales and market share in the Israeli specialty salt products market in less than four months, says Salt of the Earth.
The ingredient enables the home cook to utilize salt as a functional ingredient during roasting.
The product won SIAL Innovation Selection 2014 awards.
Salt-N-Easy was introduced on July 2014 to the Israeli retail market, targeting consumers who enjoy cooking at home.
The ingredient was designed to create a tasty recipe with minimum effort and less than two minutes of preparation at home.
The product launch was combined with a small campaign on social media and blogs, print magazines and points of sale.
In less than four months, Salt-N-Easy increased the gourmet salt category sales, attaining a 5.4% market share without any cannibalization.
Israeli cuisine has changed dramatically in the past few years.
Popular TV shows like Master Chef and the rise of gourmet restaurants using fresh ingredients have inspired people to create gourmet-like dishes at home.
The Israeli consumer demands clean label ingredients and products that use natural ingredients rather than synthetic ingredients and preservatives.
“Most sauces for oven cooking are processed and contain unhealthy fats and chemical preservatives,” says marketing manager Giorit Carmi.
“Salt-N-Easy is an all-natural, exotic, clean-label blend of coarse sea salt and spices.”
The coarse salt can 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.
“Although Salt-N-Easy is a salt-based product, we positioned it as a ‘cooking aid/food enhancer’ for the gourmet cooking,” notes Carmi.
“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.”
