Snack brand Eat Real has teamed up with ingredient brand Belazu to create its first limited-edition flavour – Spicy Rose Harissa & Creamy Yoghurt flavour Hummus Chip.
The partnership marks Eat Real’s first brand collaboration, joining forces with Belazu to bring an iconic Middle Eastern flavour into a new snacking format for the supermarket sector.
The launch builds on Eat Real’s new range inspired by flavour trends and culinary combinations, including Lime, Chilli & Sea Salt and Greek Cheese, Tomato & Herb, as part of the brand’s mission to bring real food values to snacking. This follows a period of strong brand momentum for Eat Real, with 30% year-on-year growth across Major Multiples (Nielsen Total Market 52wk w.e. 22.03.25).
Eat Real x Belazu’s new packs are available as limited-edition sharing bags (110g, £2.25 RRP) from this month. The product has just launched in Ocado and Waitrose, with further roll-out in Tesco and other major retailers from July onwards. The launch is backed by a wider support plan, including extra off-shelf feature space in-store, product sampling, and co-branded social media content across both brands.
Sandie Dilger, Chief Marketing Officer at Eat Real, commented: “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. 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.”
Katie King, Senior Marketing Manager at Belazu, added: “At Belazu, flavour is at the heart of everything we do, and 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 rich & smoky 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.”
