Cuzena launches fava bean dip to challenge hummus

A trio of fava bean-based dips have become the first to launch to the UK market in a bid to challenge the dominance of hummus in the dip category. 

Cuzena launched the dips, also known as “madamous” (meaning “mashed beans” in Arabic), in three flavours: garlic & coriander, caramelised onion and Fiery Chilli. Each come in 170g pots (RRP £2.95) and are available from the brand’s new distributor Cotswold Fayre.

Speaking to FFD, founder Shadia Al Hili described the dips as “denser, darker and earthier” than chickpea-based rivals. They can be consumed cold as a dip or hot with couscous or jacket potato.  

“We estimate over 75% of Brits are dip buyers, so the opportunity for these challengers to hummus and salsa are significant,” said Al Hili. “Our dips are examples of classic Arabian cooking – simple, flavoursome food that is not only delicious but healthy. That ticks lots of boxes for today’s consumer, especially as they’re also perfect for a free-from or vegan diet.”

A combination of British fava beans, onions, garlic, tomatoes and coriander, each dip variety blends Arabic and British flavours, with the caramelised onion variety putting a spin on the popular hummus flavour, by using dates instead of muscovado sugar. “There is no such thing as caramelised onion madamous in Arabian cuisine, but this flavour is to address British palates,” she said. 

cuzena.com

This story appeared in the December issue of Fine Food Digest. You can read more on the digital edition here.

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