Following the launch of Jazaa Rice last year, Jazaa Foods are venturing into the fried onions and paste category. According to the company, despite the fact that multiple brands offer fried onions and paste, a lot of households still make their own pastes and the launch was to cater to this segment by providing a brand that was consistent in quality and taste. The fried onions are available in 400 gm, 4.5 kg and 10 kg, while the range of pastes includes ginger, garlic and ginger and garlic.

At the moment, the product is available at selected outlets in Karachi, but will soon be on offer across Pakistan. They are marketed on digital media via partnerships with leading online retailers. The company is also using social media, TV and print to generate word of mouth and brand awareness.

Going forward, Shizra Jasani, Marketing Executive, Jazaa Foods, says, “the late Junaid Jamshed, our visionary leader, had the goal of creating a food company that housed multiple traditional and ethnic food items, hence our aim is to expand and introduce new products to cater to a specific need of the consumer.”