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Successful launch in Specialty Salt Category02/12/14
Salt of the Earth Ltd.’s innovative Salt-N-Easy, the new chefs’ secret for roasting vegetables, poultry and fish, gained incremental sales and market share in the Israeli specialty salt products market in less than four months.
Salt of the Earth’s innovation strategy—to create innovative product line based on global food trends of health and indulgence—resulted in the impressive performance of its key product. Salt-N-Easy enables the domestic gourmet cook to utilize salt as a functional ingredient during roasting. The innovative product won the SIAL Innovation Selection 2014 awards.
“Most sauces for oven cooking are processed and contain unhealthy fats and chemical preservatives,” says Giorit Carmi, Marketing Manager at Salt of the Earth. “Salt-N-Easy is an all-natural, exotic, clean-label blend of coarse sea salt and spices.”
A significant health benefit of Salt-N-Easy is due to the coarse salt’s ability to absorb heat and dissolve it effectively during the roasting process. As a result, the dish keeps moisture level and preserves the juiciness on the interior of the roasted chicken or fish, without having to add any fat or oil.
“Although Salt-N-Easy is a salt-based product, we positioned it as a ‘cooking aid/food enhancer’ for the gourmet cooking,” notes Carmi. “The launch of this line to the leading Israeli retailers is a case study for our goals to penetrate the international retail market. The main difference is that we will be able to market it also as a private label product.”
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