Waitrose & Partners has launched a new private label range inspired by the diverse and vibrant culture of the Levant – the area along the shore of the eastern Mediterranean region, focussing on the cuisines of Israel, Jordan, Lebanon, Palestine, Syria, Turkey, and Cyprus.
The Levantine Table range launches in shops and Waitrose.com from today (12 April).
It will include a broad spectrum of products from cooking ingredients such as aromatic spice blends and pastes to the convenience of prepared meat and vegetable dishes, dips, snacks, and desserts.
In addition, the range will also offer a selection of homeware products in John Lewis, both online and in shops, and selected Waitrose outlets.
Vegetarian And Vegan-Friendly
The range includes around 120 food and drinks SKUs, comprising 76 vegetarian items, 40 vegan products, 15 Good Health products, and 30 John Lewis homeware and tabletop products.
Along with falafel, olives, houmous, kebabs, and savoury pastries, the range also includes dishes that can be scaled up and down for smaller or larger gatherings as part of a mezze feast.
The range also offer products that feature modern twists on familiar favourites, including a Shakshuka Egg – a vegetarian take on Scotch eggs with spiced tomato and pepper, bulgur, and a poached egg in the middle.
New condiments include a Spiced Pomegranate Drizzle, which is used on slow-cooked pulled lamb, and Mango Amba Sauce, a fruity, spicy sauce that is typically served with kebabs and grilled meats.
'Vibrant, Colourful, Full Of Flavour'
Waitrose executive chef, Martyn Lee, said, "Many customers will be familiar with Middle Eastern foods and know how vibrant, colourful and full of flavour they are. We have created this range to celebrate the distinctive flavours of the specific regions of the Levant.
"We have worked closely with authoritative voices who have an intimate knowledge of the food and culture of the Levant region. This process was hugely important to us to create a credible range that respects and reflects the traditions, ingredients and techniques unique to each region."
John Lewis Levantine Collection
The John Lewis Levantine collection includes a selection of 30 home products, including sharing platters, bowls, dip dishes, trays, and table linens.
The tabletop products have been developed in collaboration with Waitrose to mirror the new food range.
Each piece has been designed in-house by partners in the design studio and the vibrant colours and ceramic patterns draw inspiration from the architecture of the Levant region.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.
