This article has been produced and shared by Unilever
World cuisine continues to grow in popularity across the UK, with operators looking for simple, reliable ways to deliver exciting flavours without adding complexity to the back of house. North African and Middle Eastern cuisines are becoming increasingly familiar to UK consumers, supported by travel, cultural influence and restaurant growth. UK visitors to North Africa reached 2.4 million in 2024, with Morocco welcoming 1.2 million UK visitors, while African cuisine, including North African influences, is forecast to record the fastest growth in the UK’s FSR sector between 2025 and 2030*.
Knorr Professional x Al’Fez has been created to help wholesalers and foodservice operators respond to this demand with ease, bringing vibrant North African-inspired flavours into professional kitchens through a versatile new range of sauces and paste.
The new Knorr Professional x Al’Fez North African Flavours Range combines the trusted quality of Knorr Professional with the colourful, flavour-led heritage of Al’Fez. Inspired by the spices, aromatics and food culture of Morocco and the wider Middle East and North Africa, the range helps chefs create rich, authentic-inspired dishes quickly and consistently.
For operators, this launch comes at the right time. Rising food, energy and labour costs, alongside ongoing staffing shortages, are putting increasing pressure on professional kitchens. Ready-to-use sauces and pastes help tackle these challenges by delivering consistency, reducing preparation time, improving cost control and giving chefs an easy way to add exciting new flavours to their menus.
Knorr Professional x Al’Fez gives kitchens the tools to deliver bold, on-trend dishes with minimal prep. The range is suitable for vegetarians and gluten-free, making it easy for operators to broaden menu appeal while keeping service simple. Products can be used straight from the pack, adapted with a chef’s own twist, heated and served, or used as a base for more bespoke dishes.
The range includes Shakshuka Ready to Use Sauce, Moroccan Style Tomato & Paprika Tagine Ready to Use Sauce, Moroccan Style Apricot & Herb Tagine Ready to Use Sauce, and Harissa Paste. Each product has been designed to bring depth, warmth and colour to menus, whether used in traditional applications or as a starting point for creative innovation. The range delivers premium, consistent and authentic-inspired tastes, helping chefs create dishes true to their heritage with ease.
Shakshuka Ready to Use Sauce offers a rich tomato and red pepper base with warm spices, inspired by traditional shakshuka. It is ideal for brunch menus, vegetarian mains, breakfast bowls, loaded flatbreads and sharing dishes.
Moroccan Style Tomato & Paprika Tagine Ready to Use Sauce delivers a classic tagine-style flavour profile, combining tomato, smoked paprika and warm spices for a rich, aromatic finish.
Moroccan Style Apricot & Herb Tagine Ready to Use Sauce brings a sweeter, fragrant profile, blending apricot, herbs and spices for dishes that feel vibrant and distinctive. Harissa Paste adds heat, depth and aroma through red peppers, chilli and spices, making it ideal for marinades, dips, dressings, spreads and finishing touches.
This versatility makes the range suitable for a wide variety of sectors, including restaurants, pubs and bars, hotels, cafés, catering, street food and QSR. It can be used across tagines, shakshuka, bowls and grains, roasted vegetables, wraps and sandwiches, marinades, dips and spreads. This gives operators the flexibility to introduce North African flavour in ways that suit their menu, skill level and customer base.
Al’Fez also brings a strong consumer story. Founded by Sam Jacobi and inspired by childhood memories of bustling Middle Eastern souks, freshly baked bread and family recipes, the brand was created to bring the rich flavours of North Africa and the Middle East to more tables. In retail, Al’Fez has shown strong momentum, with 17.3% growth over the last two years and a 17.1% value share as the number one branded player.
For wholesalers, Knorr Professional x Al’Fez offers a clear commercial opportunity. It taps into fast-growing food trends, provides a recognisable and trusted brand partnership, and gives customers an easy way to add excitement to menus without increasing operational strain. The products are ambient, convenient and designed for professional kitchens, supporting consistent results while helping reduce prep time, ingredient lists and pressure on staff.
With demand for world cuisine continuing to rise, Knorr Professional x Al’Fez helps operators start somewhere new. From a vibrant shakshuka brunch special to a warming tagine, a spiced grain bowl, a harissa-marinated protein or a flavour-packed flatbread, the range gives chefs the freedom to create menus that feel current, colourful and full of flavour.
For The Wholesale Group, this is a strong addition to the foodservice portfolio: a range that answers operator needs, supports menu innovation and brings the rich, aromatic taste of North Africa to more professional kitchens.
*Travel Trend Estimates – UK Residents visits abroad, ONS 2024
