It is now known that the food personality Zeina Mourtada is launching a food brand together with the Evanoff Group – the group of companies that is behind a number of brands including Paolo Roberto’s Italian “Paolos” line.
Zeina Mourtada, also known under the name “Zeinas Kitchen” on social media, has in only a short time become one of Sweden’s biggest and most influential food personalities, with one of the country’s biggest food blogs and something over 145,000 Instagram followers.
The new brand and the first products will be launched on the retail market in the first half of 2020. It is not official as yet what the new brand’s name will be and what products will be launched, but these will be presented later this year.
“This joint venture with Evanoff Group is one of the most fun things I have ever done.
I’m really excited at the prospect of starting to develop my own food products and I am looking forward to sharing the flavours that I and my followers love,” says Zeina Mourtada.
”Zeina is a fantastically strong personality and her break-through in the Swedish food world in recent years is unprecedented. The fact that Evanoff Group will be getting to work with Zeina to build up an entirely new brand in the food retail sector based on middle-eastern cuisine is extremely exciting and is coming at just the right time,” says Dani Evanoff, CEO of Evanoff Group.”
Zeina has released two best-selling cookery books with Bonnier Fakta, her debut “Zeinas Kitchen – Recept från Mellanöstern” [“Zeina’s Kitchen – Recipes from the Middle East”] and the recently-launched “Zeinas Green Kitchen – Gröna recept från hela världen” [“Zeina’s Green Kitchen – Green Recipes from All Over the World”]. Both books currently dominate the cookery book charts in Sweden.
År 2018 fick Zeina ta emot det prestigefyllda “Stora Matpriset” som årligen utses av Sveriges största mattidning Allt om Mat. Stora Matpriset har delats ut sedan 1986 till en person eller organisation som gjort en bestående insats för den svenska matens standard och kultur.
In 2018 Zeina was awarded the prestigious “Stora Matpriset” [“Big Food Prize”] which is awarded annually by Sweden’s biggest food magazine “Allt om Mat”. Ever since 1986, Stora Matpriset has been awarded to a person or organisation that has made a lasting contribution to the standard and culture of Swedish food. Zeina Mourtada is 37 and lives in Sollentuna outside Stockholm with her husband and three children. Zeina came to Sweden as a 4-year-old and has roots in Lebanon.
For more information, interview requests or press material, please contact:
Ken Nygren, Head of Marketing & Brand at Evanoff Group, +46 (0)73-751 07 33 or ken.nygren(at)evanoffgroup.se