NEZO launches new identity to guide consumers in selecting the best salt for their culinary delights

Dubai, UAE; February 14, 2018:   NEZO, a leading salt brand of AkzoNobel Specialty Chemicals, has launched a new identity. NEZO’s new packaging introduces a unique segmentation and navigation system to guide consumers in selecting the best salt for their desired culinary application to maximize the flavor of their meal.  With its new unique octagonal brand visual, NEZO is now easier for customers to identify.

Khadija Nadi, Global Sales Manager for AkzoNobel Salt Specialties, says: “NEZO has been adding a ‘pinch of great taste’ to food since 1929 and NEZO salt is one of the purest forms of salt in the world. With NEZO you add good taste to your food, to your life and for your loved ones, as a meal can bring family and friends together. Because salt is so commonly used, it is easy to forget the important role it plays in enhancing the taste and how various salt grain sizes impact the flavor of the meal. Our new packaging clearly guides customers on the suitable application of various grain sizes for different culinary applications. We also plan to diversify our portfolio with introduction of new products planned for this year.”

Salt is a taste enhancer, but it is the shape and size of a salt grain that determines the actual flavor impact. That is why NEZO salt is crystallized in various sizes. From extra fine salt, which consist of tiny crystals that dissolve easily and provide a very subtle salt taste; to extra coarse grain, that slowly dissolves and creates a true salty taste explosion; and right down to big salt flakes that are perfect as a finishing touch in dishes and add an excellent crunch. The dosage of salt also needs to be precise if you want to bring out the finest taste. 

NEZO is sourced in the Netherlands and Denmark from underground deposits created millions of years ago by the evaporation of the Zechstein Sea.
Khadija Nadi adds: “NEZO has been a reliable kitchen companion in the Middle East since 1950s. So, it is not surprising that according to the results of a local study we conducted in the UAE, many consumers think of NEZO when they think of salt.”

It is NEZO’s mission to offer everyone the richness of salt. This includes those who are restricted in their salt intake for dietary reasons, as well as those who want to add iodine to their diet. For that reason, NEZO offers several grinds in lower salt and iodised varieties. Salt is made by evaporating brine that has been created by pumping water into deep salt layers. When evaporating and drying under vacuum, different forms arise in which the salt crystals are connected. The different grain sizes are separated by sieving, the salt itself is the same. 

“Salt is increasingly seen as a commodity and most people don’t know the truth about a healthy salt intake. And people know less and less about this valuable mineral. NEZO is determined to re-establish the appreciation and value of salt,” concludes Khadija.