Merchant Gourmet, the dynamic pulses and grains brand recently brought under the Premier Foods umbrella, is set to significantly expand its ready-to-eat offering with a high-profile collaboration featuring award-winning chef and best-selling author, Sabrina Ghayour.
The partnership introduces two globally inspired, ready-to-eat pouches designed to meet the surging consumer demand for authentic, convenient, and exciting flavours in the fixture:
Persian Style Rice & LentilsTurkish Style Bulgur & Rice
This NPD directly supports Merchant Gourmet’s core mission: making premium, globally inspired cuisine accessible to everyday shoppers. The collaboration is an assertive move to leverage Ghayour’s authority in Middle Eastern and Mediterranean cooking, driving consumer trial and trade-up.
Richard Peake, managing director at Merchant Gourmet, commented on the strategic move: “This collaboration with Sabrina is exactly the type of innovation we champion at Merchant Gourmet. We are seeing real appetite for bold, globally inspired flavours that make cooking and hosting exciting yet effortless. This range delivers authentic taste, quality, and convenience – bringing chef expertise directly to consumers and creating a genuine point of difference on the shelf.”
Each 250g pouch will feature an on-pack QR code linking to two exclusive recipes from Ghayour’s latest cookbook, Persiana Easy, creating an added value proposition for consumers and encouraging cross-category purchasing.
Sabrina Ghayour, chef and author of Persiana Easy, added: “I’m really proud to be working with Merchant Gourmet; I’m excited to share two fantastic products that are not only going to deliver big hits of flavour and make mealtimes more inspiring, but are also super easy and convenient.”
Dining and Cooking