Food creator and chef Philip Zecevic (@phitzee) is bringing a taste of his roots to the table with the launch of his first ever products: a traditional, small-batch Phitzee’s Ajvar – a bold and smoky roasted red pepper and aubergine spread that’s as versatile as it is delicious.
Available to buy direct-to-consumer on DELLI from 23rd April, for £8.50, the Ajvar (490g) comes in mild and hot jars, combining fire-charred red peppers, salt and oil, to create the ultimate Balkan-inspired pantry hero. Whether spread onto sourdough, stirred into pasta, or used as a dip, this rich and hearty spread offers layers of umami and warmth in every spoonful.
Born and raised in London, Zecevic grew up in a Balkan household and Serbian was his first language. He took up cooking during university, recreating his mothers recipes and making them for his housemates, including burek and moussaka.
Philip Zecevic, founder of Phitzee’s Ajvar commented: “Ajvar is a staple across many countries in the Balkans – something you grow up with. We’ve got a big batch of roasted peppers, charred to perfection. You can use it in loads of ways, but my personal favourite is with fresh bread or in a spicy sausage pasta. It’s nostalgic, comforting, and packed with flavour.”
Philip has grown a loyal following across social media for his honest, unfussy approach to home cooking and his modern takes on traditional dishes, including a dedicated series called ‘The Best of Balkans’. The Ajvar launch marks a significant step for the chef, taking one of his most beloved recipes from screen to shelf.
