Cape Talk

That we hold closest to our heart as our national flavor. What was the concept? So, basically, what I was looking at is what we call in retail banker categories. So, banker categories or categories that we know customers buy into, that they absolutely love. And to look at those categories and try and add value in a different way. And with the Pimp My Brie, basically, what customers were saying is that they would buy bottles of marinades, they would use some of the marinade.

It would then fill up their fridges, it would go dry and slimy on top, and they wouldn't be able to use it anymore. They'd end up chucking it. And I had this idea: what about actually making a dry seasoning that you can store in your grocery cupboard that is absolutely jam-packed with flavor that's also got different flavours? Because if you look at the marinade category, the flavours have been very bulky for a very long time. So I was looking to disrupt that and came up with the idea of: okay, why don't we develop a dry seasoning that we actually

Put onto meat, and when it comes into contact with the protein in the meat, it changes from a dry seasoning to a wet, glossy sauce. It penetrates the meat, it actually tenderizes the meat, and in that process, you get a much greater flavor penetration of the product. So, that was the whole idea of Pimp My Briets taking dry to wet, which is something that hasn't been done before. That's fascinating. As you say, I've got that fridge, it's got bottle upon bottle upon bottle.