An online study of 650 participants revealed that while 49% of Kiwis love to spice it up in the kitchen, 87% suffer from a case of ‘spice-xiety’ – a fear of venturing outside our comfort zone when cooking with new flavours at home.
The online study involving 650 participants by HelloFresh aimed to understand the flavours and spices loved by New Zealanders, as part of the research and development process for the new local seasoning.
The study found that 91% of respondents cook with spices daily. While 67% have more than five spices in their pantry, 92% admit to using fewer than five spices in their daily cooking.
Those with ‘spice-xiety’ often struggle to choose from the various available spices and lack confidence when using a wide range or new spices.
HelloFresh’s newly launched ‘Kiwi Spice Blend’ will help alleviate ‘spice-xiety’ says the company by providing a ready-made spice blend tailored to the Kiwi palate that gives Kiwis the confidence to venture outside their comfort zone when cooking at home.
Working with Massey University’s Professor Joanne Hort, HelloFresh set out to incorporate flavours and spices adored by New Zealanders into the unique Kiwi Spice Blend.
Hort says New Zealanders have diverse palates, influenced by a variety of cultures, meaning it is continuously evolving as new cuisines are introduced, but the various flavours and spices can be challenging for some Kiwi cooks.
“It’s about wanting to explore new flavours and spices, but not knowing where to start. Kiwis have adventurous palates and are open to trying new cuisines, yet many feel uncertain about how to unleash the full potential of spices when cooking in their own kitchen.
Recent trends show sweet smoke and smoky barbecue as two of the top savoury flavours in the last five years for New Zealanders. We can see this trend year-round, with slow-cooked smoky casseroles in winter and sizzling barbecues in the summer.”
While New Zealanders have previously enjoyed the ‘Aussie Spice Blend’, HelloFresh wanted to create a blend that better reflects the tastes of the New Zealand market. Hort says research showed Kiwis have different tastes to Australians and are drawn to sweeter flavours, even in savoury meals.
