Tuesday, February 2, 2010

Santa Maria shows off new concept called 'A more spicy Africa'

Well, I've been quiet for a while but now I'm back again...

So, what's new? Well, I just spotted this new and 'spicy' spice concept by Santa Maria, an innovative swedish food and spice company. It's called 'A more spicy Africa' and includes four new spice products inspired by the african food and taste culture.

The range includes: Durban Curry, Green Harissa, Chermoula and Piri Piri. All presented with a touch of 'african cool' when it comes to product and range design. To present the range Santa Maria also use the Swedish master chef Markus Samuelsson, internationally famous with his well-known NYC restaurant Aquavit. Nice touch (albeit a bit costly?)!

What do you think? Hit or miss? I personally love the idea. The african food culture is certainly one to watch when it comes to new and trendy food flavours. The one thing I would be worried about when spending money on this launch is how swedes will be educated to use the african style and very new flavours and spices in their cooking. I hope the Santa Maria people have a clever communication plan. And I would personally love to learn more about african spices and cooking myself... so bring it on Santa Maria!

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