Al’Fez is a premium food range inspired by the cuisines of North Africa & the Middle East.

Founded by food enthusiast Sam Jacobi, the ideas behind the Al’Fez brand were influenced by his childhood growing up in the Middle East.

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“Picture a bustling souk in the heart of Jerusalem’s Arab quarter in the 1970’s. As a child, I would experience all of the colourful aromas and tastes of simple yet amazingly delicious foods. I will never forget sitting in one of the many traditional cafes enjoying freshly made houmous generously drizzled with the richest Jordanian olive oil and served alongside freshly baked bread.”

After 10 years in the food business, Sam began developing the Al’Fez brand in order to share his favourite Middle Eastern dishes with lovers of good food throughout the world.

In 2000, after an intensive product development process, the original Al’Fez range of products was created.

There were a few bumps along the way – particularly when it came to matching flavours and ensuring high-quality products without resorting to artificial flavours – especially as the cuisine is largely based on
fresh ingredients.

Al’Fez was officially launched in 2001, and within a short space of time was listed in several well-known shops in London and the South East.

Today you can find our products in Tesco, Sainsbury’s, Asda, Morrison’s, Waitrose and Whole Foods Market.

Internationally, Al’Fez is sold in a number of European countries as well as further afield – including the USA, South Africa and India.