The humble kebab is having a culinary renaissance. Deborah Milroy Kent, General Manager at AB World Foods brands – Al’Fez and Capsicana, ‘unwraps’ the thinking behind the cultural shift of turning a late-night staple into an everyday meal and why, when it comes to kebabs, all good things come in threes.
Tell us about your winning product and why it resonates with consumers.
Our range focuses on hero flavours that define the Mediterranean category: harissa, garlic and tahini. These are bold, authentic, Middle Eastern ingredients that British diners have traditionally enjoyed when eating out but haven’t always been able to recreate as easily at home.
One of the things I love most is the squeezy bottle, which is really intuitive – it’s almost an alternative to ketchup or mayonnaise. It gives shoppers an easy way to add those signature flavours to all kinds of meals, not just kebabs. We all know garlic sauce and tahini as the classic kebab dressings, but these sauces go beyond that. They are incredibly versatile and work across everything from grilled vegetables to wraps and salads.
Where did the idea for the product come from and how does the development process work at AB World Foods?
The inspiration came from what we were seeing across street food, restaurants and social media. Middle Eastern flavours are becoming increasingly popular, but some of those core ingredients such as tahini can still feel unfamiliar to many shoppers. We also wanted to build on that accessibility by putting it into a format that easy/squeezy straight from the fridge. Our development process involves lots of ideation sessions, consumer research and concept testing to understand what resonates. We spend a lot of time making sure products deliver both on authenticity and convenience.
What makes kebabs such a versatile meal for today’s consumers?
One of the biggest differences is the opportunity for personalisation. With a kebab, you can choose your bread, marinate your meat with different spice blends, add vegetables and finish it with whichever sauce you prefer. Our sauces range allow consumers to customise every meal to their own tastes. That flexibility is a huge part of the appeal.
I find it interesting how the perception of kebabs has changed so dramatically too. They’re no longer seen purely as a greasy takeaway – they’re increasingly viewed as a healthier, fresh meal option and even an alternative to a sandwich at lunchtime.
Can you tell us about any new products coming soon?
We have expanded our range to help consumers build the complete kebab experience at home. This year we have launched two new breads in Tesco, including a dedicated kebab flatbread that’s perfect making an authentic Middle Eastern style snack or meal.
Together, they allow consumers to create a full meal from scratch. We’ll soon have three breads, three squeezy sauces and three spice mixes, giving shoppers everything they need to mix and match.
How does it feel to win Product of the Year and what impact do you expect it to have?
It’s a fantastic accolade, that’s especially useful when we’re speaking with retailers. Awards like Product of the Year provide powerful proof that real consumers genuinely value the product. We’ve recently added the Product of the Year logo to our online listings with Tesco and Sainsbury’s, and it’ll be interesting to see the impact it has. All in all, we’re confident the award carries real credibility with shoppers because it’s based on the opinions of the people who ultimately make the purchasing decisions.
Describe your winning product in three words.
Intuitive. Bold. Flavoursome.
Source: Product of the Year
Product of the Year Spotlight on… Al’Fez Squeezy Sauces added by newsroom on
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