Eat Real and Belazu collaborate to introduce chip flavours
In their first-ever joint venture, Eat Real and Belazu, a renowned chef-grade ingredient company, have joined together to introduce a new flavour. The Spicy Rose Harissa & Creamy Yoghurt Hummus Chip is Eat Real’s first limited-edition flavour.
The partnership marks Eat Real’s first-ever brand collaboration, joining forces with Belazu to bring new and different flavours to supermarket shelves.
Belazu, hailed as “the new rock stars of the food world” for its premium Mediterranean and Middle Eastern ingredients, has become a must-have in every food-lover’s pantry, with its Rose Harissa paste flying off the shelves at one jar every 10 seconds. Now, that same smoky, floral heat has been paired with Eat Real’s signature hummus base and a cool, tangy yogurt flavour, mirroring how the paste is used in cooking to bring depth and contrast. The result is a bold, aromatic chip that feels just as much at home in your snack cupboard as it does on your dinner table.
This launch builds on Eat Real’s new range of food-led flavours, inspired by flavour trends and the culinary combinations people love – from Lime, Chilli & Sea Salt, to Greek Cheese, Tomato & Herb – as part of the brand’s mission to bring real food values to snacking. As more shoppers seek real food for flavour inspiration, with a growing demand for globally inspired flavours, Eat Real is leading the charge with fresh combinations and alternative bases, blending authenticity, creativity, and genuine culinary insight. The launch also follows a period of strong brand momentum, with Eat Real seeing 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 June 2025. The product launches in Ocado on w/c 2nd June and Waitrose on 9th June, 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, noted how it has 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,” Dilger said. “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, said the team is excited Belazu is bringing its 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,” King added.
