# African-Inspired Gourmet Seasoning Salts N/UM Boasts Sleek Modern Branding and High-End Salt By Kalin Ned | Published 2025-09-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gourmet-seasoning-salt References: [nosh](https://www.nosh.com/pr/2025/09/04/num-gourmet-seasoning-salts-launch-in-erewhon) & [n-umorigins.co](https://www.n-umorigins.co/)  N/UM, which specializes in [artisanal gourmet seasoning salt](https://www.trendhunter.com/trends/angus-oink-salts) inspired by African ingredients and techniques, has secured a significant retail partnership with the Southern California-based organic grocer [Erewhon](https://www.trendhunter.com/trends/erewhon-partnered-with-vimergy). This placement positions the brand within a highly curated marketplace that is known for its stringent product standards and influence within the wellness and conscious consumer sectors. Co-founders Awa Kone and Chef Kudzai Bingepinge share about the gourmet seasoning salt that N/UM offers: "Our salts are more than seasonings; they’re a cultural story in every jar, crafted with care, tradition, and a chef’s touch.” A noteworthy product offered by N/UM, for example, is [smoked salts](https://www.trendhunter.com/trends/snake-river-farms). This blend has been cold-smoked for a duration of ten days. The company uses African beechwood to complete this process. Other options incorporate infusions of wine and botanicals. Image Credit: N/UM ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 20% | Activity: 20% | Freshness: 49% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Cultural Storytelling in Food:** An increasing interest in food products that showcase cultural narratives offers an avenue for brands to connect with consumers through deeper, authentic experiences. - **Artisanal Smoking Techniques:** The use of artisanal smoking methods like cold-smoking with unique woods presents a way for culinary innovations to stand out in the premium seasoning market. - **Wine and Botanical Infusions:** Innovative infusions of wine and botanicals in seasoning salts highlight a growing demand for complex flavor profiles, appealing to gourmet consumers seeking novel taste experiences. ### Sectors Adopting This - **Gourmet Seasonings:** The gourmet seasoning industry is ripe for disruption by integrating traditional methods and exotic ingredients to create premium, distinctive products. - **Organic and Natural Retail:** The organic and natural retail sector is expanding its scope by embracing high-end, culturally unique products like African-inspired seasoning salts to cater to sophisticated consumer tastes. - **Culinary Arts and Gastronomy:** The culinary arts industry sees potential in leveraging diverse cultural expertise and artisanal techniques to develop innovative flavors that appeal to a global market. ## Related on Trend Hunter - [Ethically-Sourced Seasoned Salts](https://www.trendhunter.com/trends/rumi-spice-seasoned-salts.md) - [Exotic Salt Product Ranges](https://www.trendhunter.com/trends/maldon-salt-merchants.md) - [African-Style Flavor Brands](https://www.trendhunter.com/trends/hapi-african-gourmet.md) - [Flavor-Diverse Cooking Seasonings](https://www.trendhunter.com/trends/red-loon.md) - [West African Spice Blends](https://www.trendhunter.com/trends/burlap-barrel.md) - [Functional Table Seasonings](https://www.trendhunter.com/trends/table-seasonings.md) - [Trial-Size Salt Products](https://www.trendhunter.com/trends/maldon-salt.md) - [Seaweed-Based Seasonings](https://www.trendhunter.com/trends/oceans-balance.md) - [Premium Peppercorn Seasonings](https://www.trendhunter.com/trends/premium-peppercorn.md)