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A spice blend originating in the Middle East, za’atar is most commonly made up of thyme, oregano, sumac, marjoram, and toasted sesame seeds. This earthy, nutty blend is enjoyed in a variety of ways, and is especially delicious with bread or pita and olive oil. Most popular is casual dining restaurants, za’atar is appearing on sandwiches, a seasoning for potatoes, and even cocktails. While the seasonings category is the most popular category for new za’atar flavored new products, bakery, dairy, and savory spreads are all showing growth in the past year. Let’s take a closer look at where za’atar is appearing on the menu, in new products, and social media.

A Quick Look at Za’atar:

• 93% growth in za’atar global new product introductions from 2021-2022
• 88 za’atar flavored new product introductions

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View our Flavor Insight Report on Za'atar

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Let McCormick FONA’s market insight and research experts get to work for you. Translate these trends into bold new ideas for your brand. Increase market share and get to your “what’s next.” Our technical flavor and product development experts are also at your service to help meet the labeling and flavor profile needs for your products to capitalize on this consumer trend. Let’s mesh the complexities of flavor with your brand development, technical requirements and regulatory needs to deliver a complete taste solution. From concept to manufacturing, we’re here for you — every step of the way.

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