While many people in the South are already familiar with benne, Trader Joe's is showcasing the ingredient in a new way with its Benne Wafer Cookies.
Benne is an heirloom variety of sesame seeds originally from Sub-Saharan Africa. During slavery, the seeds made their way to South Carolina and Georgia Lowcountry. The ingredient is fraught with history and remains an important part of Southern cuisine.
For its new Benne Wafer Cookies, Trader Joe's sources these nutty sesame seeds from a supplier in Savannah, Georgia. The benne is then used in an old wheat flour cookie batter to make bite-sized wafers that are baked until golden and crisp. As Trader Joe's describes, "When you crunch the candied-like texture, you’ll experience the mingling of sweet, almost maple-y flavor, with the toasty taste of sesame seeds."
Sesame Seed Wafer Cookies
Trader Joe's Benne Wafer Cookies are Made from Heirloom Sesame Seeds
Trend Themes
1. Heirloom Ingredient Resurgence - Companies can capitalize on the trend of using heirloom ingredients to connect with consumers and tell a unique story about their products.
2. Ethnic Ingredient Spotlight - Brands can tap into consumers' desire for authentic ethnic flavors by featuring traditional ingredients from around the world.
3. Heritage Foods Rediscovery - There is an opportunity to highlight foods with significant cultural and historical importance to provide consumers with a deeper connection to their food and its origins.
Industry Implications
1. Food and Beverage - The food and beverage industry can benefit from incorporating niche and unusual ingredients, like heirloom varieties or traditional ethnic foods.
2. Retail - Retailers can differentiate themselves by offering unique products that feature authentic or historical ingredients and appeal to consumers seeking new and interesting food experiences.
3. Hospitality - Hotels, restaurants, and other hospitality businesses can use these unique ingredients to tell a story and create memorable experiences for their guests that go beyond just taste.