Market leader Maldon Salt is extending its Merchants Range with the launch of Sicilian Fine Sea Salt. Harvested in Trapani on Sicily’s western coast, the fine white sea salt is rolling into Sainsbury’s, Tesco and Ocado now.
The new addition joins the Merchants Range, a collection of the finest salts from around the world, selected by Maldon’s Master Salt Merchants, who for four generations have been making and sourcing exceptional salts and seasonings.
Sicilian Fine Sea Salt has been chosen for its clean, balanced flavour and the remarkable delicacy it acquires through a traditional harvesting process. Collected in large open pools and naturally dried in the coastal breeze, it offers a texture noticeably finer than typical table salt.
This fine texture makes the salt highly versatile throughout the cooking process, enhancing a wide range of dishes. The salt dissolves quickly in pasta water, combines cleanly into bread doughs and baked goods, seasons chips evenly, and brings subtle depth to desserts. Its even distribution and balanced flavour mean it works equally well added before, during or after cooking – a quality that fine sea salts from this part of Sicily are renowned and celebrated for.
Sicilian Fine Sea Salt sits alongside Maldon’s existing Merchants Range which includes Himalayan Pink Salt and Kalahari Desert Salt, selected by Maldon’s Master Salt Merchants.
Presented in a striking shade of blue, inspired by the Mediterranean Sea where the salt is sourced, the new product is designed to stand out on shelves, capture shoppers’ attention, and drive trial.
Simon James, product portfolio manager from Maldon Salt, comments: “Consumers who are ready to step away from standard table salt often start with a fine sea salt before exploring flakier textures. Sicilian Fine Sea Salt has long been celebrated for its exceptional delicacy and versatility, which sets it apart from conventional fine salt. We’re excited to introduce this distinctive texture, bringing shoppers a premium fine sea salt experience’.
Sicilian Fine Sea Salt selected by Maldon, is available now in Sainsbury’s, Tesco and Ocado.
For further information please visit: maldonsalt.com / @maldonsalt
