A spice blend originating in the Middle East, za’atar is most commonly made up of thyme, oregano, sumac, marjoram, and toasted sesame seeds. This earthy, nutty blend is enjoyed in a variety of ways, and is especially delicious with bread or pita and olive oil. Most popular is casual dining restaurants, za’atar is appearing on sandwiches, a seasoning for potatoes, and even cocktails. While the seasonings category is the most popular category for new za’atar flavored new products, bakery, dairy, and savory spreads are all showing growth in the past year. Let’s take a closer look at where za’atar is appearing on the menu, in new products, and social media.
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