Kefta-style meatballs — 800 g

Kefta is the spiced minced-meat ball of North Africa and the Middle East, the one simmered in a tagine with eggs or tomato sauce. Biladi offers a ready-to-cook frozen version: a preparation of 51% minced beef with soya protein, herbs and spices. The 800 g bag reseals, so portions can be measured.

Cook in a pan: one minute over a high heat, then three minutes over a low heat once thawed, or eight minutes from frozen. Shoppers finish them in a tomato sauce with cumin and paprika, in a tagine with potatoes and olives, or simply with rice and salad.

Why list it

• A recipe North African shoppers recognise, with no direct equivalent in the standard frozen range.
• Complements the pure beef meatballs: one is plain, the other already seasoned.
• An everyday dish rather than an occasional one, with turnover rising during Ramadan.
• AVS certification visible on the front of the bag.
• 10 bags per case, 40 cases per pallet.

How to use

Shelve the bag in the frozen meat aisle beside the pure beef meatballs, or in the world-food section where the store has one. Cross-merchandise with tinned tomatoes, couscous, rice, spices and olive oil for a tagine display. Remind shoppers that the recipe contains soya and wheat: it is a seasoned meat preparation, not a pure beef meatball.