Revolutionary 'Salt Roasting' for Convenient Home Cooking

Salt of the Earth, Israel, reveals a chef's cooking secret designed to enable consumers to easily enhance meat, poultry and fish recipes. Salt-N-Easy is a revolutionary "salt roasting" for convenient home cooking all-in-one tasty solution. Salt of the Earth will present the new line at Anuga, 5-9 th October 2013, Cologne, Germany, Hall 2.1, Stand C28/D25.

Coarse salt and salt-herb/salt-spice blends have become enormously popular, with high-end chefs and culinary enthusiasts using them especially to create a juicy and crispy baked meat, fish or chicken. This professional chef's technique for roasting fish or poultry with a coarse salt around it addresses a major challenge in that the item roasted tends to become dry and tough during cooking or baking. Salt-N-Easy, a line of coarse salt with spice and herb blends, answers this challenge by keeping moisture level and preserving the juiciness on the interior. For example, a roast chicken becomes crispier. The coarse salt can absorb heat and dissolve effectively during the roasting. When cooking with Salt-N-Easy the meat remains juicy, while the surface becomes pleasingly crispy and crunchy, with great colour and flavour. No fat or oil is added to the dish.

"The Salt-N-Easy line was developed in response to consumer demand for gourmet meals that can be prepared with minimum time and effort," explains Inbal Trop Kirsch, Marketing Director of Salt of the Earth. "The innovation of the line is based on using traditional cooking combined with new, natural and easy-to-use blends. With Salt-N-Easy, it is possible to leverage a modern cooking lifestyle that combines the main nutrition trends of health, convenience and indulgence."

Practical Innovation Ltd., Israel, a leading consulting firm for innovation and product development, helped develop the Salt-N-Easy product line with Yair Yosefi, chef of Elba restaurant in Israel. Yosefi, who worked previously as sous-chef for Le Grand Vefour, Paris, was instrumental in bringing the line from concept to market. "We went the extra mile and developed all-natural and vegetarian blends," adds Trop Kirsch. "Each blend package contains 750 grams, alleviating the expense and time involved in buying, measuring and storing 10 to 15 spices and herbs. This allows the hectic consumer to easily create a flavourful, gourmet meal with reduced effort and time."

Every package of Salt-N-Easy is ready-to-use for a whole dish. Just pour the whole blend around the meat, poultry or fish and bake. The new line comes in five distinct flavours and colours: Mediterranean, Tuscany, Silk Road (an exciting combination of East and West, evoking the spice markets of Asia Pacific) and Marrakesh (an exotic blend based on the fragrant spices of the typical North African kitchen).

Salt of the Earth produces and markets to food manufacturers and retailers worldwide advanced sodium-reduction solutions made from natural salt harvested from the Red Sea. Salt of the Earth is a deep-rooted, renewal-focused company. It developed a sustainable strategy to implement the management commitment for the environment, community and its employees.

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