About Al Fez
Al'Fez is a leading Middle Eastern food brand founded in 2001 by food enthusiast Sam Jacobi, whose childhood in the Middle East inspired a mission to share authentic regional cuisine with Western consumers. After intensive product development beginning in 2000, Al'Fez launched and quickly gained listings in London retailers before expanding nationwide. The brand was acquired by AB World Foods in December 2019, joining the portfolio alongside Patak's (Indian) and Blue Dragon (Asian). This positions Al'Fez as Europe's leading mainstream Middle Eastern food brand, now sold in 28 countries including the UK, Netherlands, Belgium, Switzerland, and the USA. The comprehensive product range includes spice blends, ready-to-use sauces, pastes, dips, mezze accompaniments, grains, falafel mixes, and meal kits. Bestsellers include the fluffy Falafel Mix, Apricot and Coriander Sauce, Harissa paste, Bulgur Wheat Tabouleh salad kit, and Za'atar Lebanese herb blend. Products are recognised for authentic quality and flavour, making Middle Eastern cooking accessible to home cooks. Al'Fez products are available at all major UK supermarkets including Tesco, Sainsbury's, Asda, Morrisons, Waitrose, and Whole Foods Market. The brand makes it easy to create traditional Middle Eastern dishes at home, from falafel and hummus to tagines and mezze spreads, without requiring specialist ingredients or cooking knowledge.



