Eat Real taps Belazu for first-ever collaboration flavour

Eat Real has teamed up with Belazu to launch its first-ever limited-edition flavour.

Spicy Rose Harissa & Creamy Yoghurt Hummus Chips have landed on Ocado and in Waitrose (rsp: £2.25/110g). A further rollout in Tesco and other retailers is set to follow in July.

The chips – which are free from artificial colours and ingredients and fully HFSS compliant – paired the “smoky, floral heat” of Belazu’s Rose Harissa paste with Eat Real’s “signature hummus base and a cool, tangy yoghurt flavour”, according to the supplier.

The result was “a bold, aromatic chip that feels just as much at home in your snack cupboard as it does on your dinner table”, it said.

“We’ve taken an iconic, well-loved cooking flavour and brought it to snackers in a way that feels fresh, exciting and unmistakably Eat Real,” said Eat Real CMO Sandie Dilger. “The Belazu team are flavour specialists through and through, and like us, they care about ingredients, quality and real food values.

“This partnership is about more than just combining two names on a pack. It’s a creative collaboration that brings something genuinely new to snacking.”

Belazu senior marketing manager Katie King added: “We’re excited to bring our culinary expertise to a partnership that celebrates real, wholesome ingredients. Working with Eat Real has helped us turn our signature Rose Harissa into a unique new snack that stands out in the category.

“The collaboration brings together our shared passion for quality and amazing taste to create a delicious new favourite for snack lovers.”

It comes after Eat Real overhauled its pack designs and added five variants in April.