Discover the vibrant flavours and rich culinary heritage of Pakistan, where every dish tells a story and every meal is a celebration of culture and community. Explore the intersection of tradition and innovation in Pakistani cuisine, and see how iconic brands and modern marketing are bringing these tastes to the world.
Indulge with us in a stroll through the bustling bazaars – our vibrant food streets, where sizzling kebabs and succulent tikka masala waft enticing aromas from stalls, tempting passersby with the promise of a flavourful bite. Savour the rich flavours of tender kebabs, marinated in a symphony of spices and yoghurt, sizzling on skewers, releasing a fragrant aroma that teases the senses. Savour the sounds of sizzling food, clinking pots, and lively chatter, creating a symphony of noise punctuated by the occasional call of a vendor extolling the virtues of their culinary creations. The air is electric with the energy of food lovers gathering to indulge in the rich flavours and warm hospitality that Pakistani cuisine is renowned for.
Revel in the creamy, slow-cooked delights of Nihari, a rich stew made with tender meat, fragrant spices, and velvety sauce, served with fluffy basmati rice or crispy naan. The flavours dance on your palate, a perfect harmony of spices, herbs, and meat. Delight in the crispy, golden samosas, filled with spiced potatoes, peas, and onions, served with a side of tangy chutney, exploding with flavour. Each bite is a masterclass in texture and taste.
Experience the comforting warmth of a steaming plate of Biryani, a fragrant mix of basmati rice, marinated meat or vegetables, and a hint of saffron, cardamom, and cinnamon. Each grain is a testament to the chef’s skill, a symphony of flavours and textures. Treat your taste buds to the rich, velvety smoothness of Kulfi, a traditional Pakistani ice cream infused with the sweetness of cardamom, saffron, and cream, a refreshing oasis in the desert of flavours.
As you take your first bite, the explosion of flavours on your palate is a revelation. Spices dance on your tongue, a perfect balance of heat and depth, while the tender meat and crispy textures melt in your mouth. The taste is both familiar and exotic, comforting and exciting, a true reflection, a testament to the country’s rich culinary heritage.
Welcome to the flavoursome world of Pakistani cuisine, and embark with us on this gastronomic odyssey as we delve into the rich culinary tapestry of Pakistan, a land where flavours reign supreme and food is the universal language of love. A culinary journey that whisks you away to the bustling streets of Lahore, the ancient bazaars of Peshawar, the stunning plateau of Balochistan, and the scenic valleys of the North.
In this intricate brocade of flavours, the rich legacy of Mughal and Persian cuisine blends seamlessly with the bold spices and herbs of the Indian subcontinent. Join us as we delve into the crispy, scrumptious, and tantalising world of Pakistani cuisine, where every flavour tells a story, every dish is a work of art, and every meal is a reason to celebrate; a culinary adventure that will leave you craving for more!
On this journey, you will explore how iconic brands like Shan and National Foods, alongside innovative digital platforms like Food Fusion, are championing traditional Pakistani cuisine both at home and abroad. Moreover, we present a comprehensive coverage of Pakistan’s culinary panorama, researching into the world of advertising and marketing that shapes our food choices. From the renowned spices that grace international cuisine to the trendy local eateries, we showcase the diverse facets of Pakistan’s food industry. Our feature stories uncover the secrets behind the success of top restaurants, the psychology of food marketing, and the impact of advertising on consumer preferences. We also highlight the innovative strategies of leading brands, the rise of eco-friendly food practices, and the allure of Pakistani cuisine that attracts food enthusiasts from around the world.
Pakistan’s cuisine is a rich blend of flavours and traditions, shaped by its history and cultural interactions. From the Indus Valley Civilisation to the influences of Persians, Arabs, Mughals, and British, each culture has added its own unique ingredients, techniques, and dishes, creating a distinct cuisine that’s a vibrant mix of bold flavours, aromas, and textures.
Our flavour profile is characterised by robust spices like coriander, cumin, and garam masala, with each dish weaving a narrative of the region’s influences. Traditional dishes like biryani, curry, and daal have fascinating origins, and spices play a crucial role in enhancing flavours and providing health benefits. Regional variations in Pakistani food reflect the country’s diverse cultural heritage, and religion has significantly influenced the cuisine, with Islamic dietary laws shaping food culture.
The Mughal Empire had a profound influence on Pakistani cuisine, introducing new ingredients, cooking techniques, and a love for meat dishes, particularly lamb and chicken. The Mughals’ expertise had a lasting impact, shaping iconic Pakistani dishes like Biryani, Nihari, and the beloved Seekh Kebabs, a dish that has captured the hearts and taste buds of foodies across the globe! Its origins can be traced back to the Turkish “Shish Kabab”. The flavours of Iran have left an indelible mark on Pakistan’s culinary canvas! The liberal use of saffron and pomegranate seeds in Iranian dishes has inspired similar flavours in Pakistani street food staples like Chapli Kabab and Aloo Chat. The northern regions have a Central Asian and Persian flair, while the coastal areas specialise in seafood dishes. Punjabi cuisine is renowned for its rich and hearty dishes, Sindhi cuisine for its distinct spice blends, and Pashtun cuisine for its meat-centric dishes. This regional variety reflects the country’s cultural and geographic diversity, offering a wide range of culinary experiences.
Furthermore, modernisation has resulted in fusion cuisine that blends traditional flavours with modern techniques and ingredients. This has led to the emergence of popular fusion styles like “Desi Chinese” and Pakistani fast food, which combines traditional dishes with modern twists, such as Biryani Burgers and Chicken Tikka Pizzas, in urban areas.
The food industry has evolved significantly with the rise of social media and influencer marketing. Food brands and restaurants are now collaborating with food influencers on Instagram. Partnering with influencers offers benefits like enhanced brand visibility and testing new concepts. Audiences are now increasingly interested in healthy eating and seek delicious recipes and dining experiences, making food a popular niche on social media.
In a flavourful fusion of marketing and cuisine, Shan Foods and GottaBe! Ethnic joined forces to bring the authentic taste of Pakistan to the UK. Shan Foods, a leading Pakistani culinary brand, launched a heartwarming campaign, #DifferentYetTogether, to celebrate the power of food in uniting people across cultures. Partnering with GottaBe!, the brand collaborated with nine influencers across the UK, Germany, and Australia to share personal stories of how food brought them closer to others from different backgrounds.
The campaign, which ran from December 2021 to May 2022, coincided with Ramadan and aimed to position Shan Foods as the top choice for consumers. The influencers’ emotional and intimate videos resonated with their audiences, garnering 154,422 views and over 9,000 likes. By sharing these authentic stories, Shan Foods successfully raised brand awareness and reinforced the message of unity and togetherness that food embodies.
“National Ka Pakistan” has been a game-changer for Pakistani cuisine, reviving interest in traditional dishes and introducing regional specialities to a wider audience. By showcasing the cultural significance of food in Pakistani culture, the show has inspired innovation and modern twists on classic recipes. But its impact doesn’t stop there – it has also helped establish Pakistani food as a distinct culinary identity on the global stage.
The show has encouraged Pakistani chefs and restaurateurs to share their cuisine with the world, and international food enthusiasts explore the unique flavours and ingredients of Pakistan. As a result, Pakistani restaurants and food businesses are sprouting up worldwide, dispelling misconceptions and stereotypes along the way. “National Ka Pakistan” has truly put Pakistani food on the map, and its influence is only continuing to grow.
In a refreshing move, 7Up Pakistan launched its “Mana lo food ka love” campaign, celebrating the joy of food and the brand’s perfect pairing with it. The catchy jingle and TV commercial showcased young people savouring fast food and 7Up, highlighting the brand’s appeal to the younger generation. By embracing the love for food and drink, 7Up Pakistan successfully connected with its audience, making the brand a staple in Pakistani households.
However, FMCG marketers in Pakistan face a number of challenges when targeting Generation Z, who are tech-savvy and prefer digital media. To effectively engage with this generation, FMCG marketers need to leverage social media platforms, influencers, and other digital channels. One successful example is PepsiCo, which has used digital media to connect with Generation Z consumers in Pakistan. By launching a digital campaign featuring influencers and celebrities, creating Pepsi-inspired music and films, and launching a digital rewards programme, PepsiCo has successfully created an emotional connection with Generation Z and driven brand loyalty.
Another example is Unilever Pakistan, which has used social media platforms to promote its various FMCG brands such as Lipton, Knorr, and Surf Excel. By collaborating with influencers and using gamification strategies, Unilever Pakistan has successfully engaged with Generation Z and increased brand awareness and sales.
Pakistan’s first Global Cuisine Show concluded in 2023, showcasing the country’s locally sourced food ingredients to international chefs and buyers. The event, part of the Trade Development Authority of Pakistan’s International Food and Agricultural Exhibition, featured chefs from 11 countries creating dishes using Pakistani ingredients like mangoes, honey, dates, and rice. The show aimed to enhance Pakistan’s exports and introduce global cuisine experts to the quality and potential of Pakistani ingredients. Chefs from Korea, France, and elsewhere praised the taste and quality of Pakistani ingredients, with some expressing interest in using them in their own countries. The event will become an annual fixture in Pakistan, with plans to take it to international platforms like GulFood and SIAL Food. This initiative aims to boost Pakistan’s economy by increasing exports and promoting its culinary offerings globally.
Additionally, in the world of Pakistani advertising, a refreshing trend is emerging. Brands are now opting for meaningful and insightful campaigns that truly resonate with their audiences. Take Shan Foods, for instance, whose “Jo bhi karo, karo Shan se” slogan celebrates the unsung heroes of Pakistani households – the homemakers. Tapal’s heartwarming “Tum, mein aur aik cup chai” series showcases the power of tea in bringing people together, while Vital Tea’s campaign inspires social change. But it’s Dastak Cooking Oil’s viral ad that really steals the show, poignantly highlighting the issue of food wastage and hunger. And finally, Soya Supreme’s “Thora Aur Khao” campaign is a breath of fresh air, encouraging us to embrace our love for food without guilt. These campaigns are a testament to the growing maturity of Pakistani advertising.
As Pakistan grapples with the challenges of climate change, environmental degradation, and social inequality, sustainability has become a critical imperative for the country’s future. Big businesses, in particular, have a vital role to play in driving sustainable practices that can help mitigate these issues. By adopting environmentally conscious and socially responsible practices, corporations can significantly reduce their carbon footprint, preserve natural resources, and promote eco-friendly technologies. This is not only essential for ensuring a livable future for generations to come but also crucial for the very survival of humanity, posterity, and ecosystems. And, as the trend goes, people, especially the youth, are increasingly supporting brands that prioritise sustainability and environmental stewardship. Even food brands are now jumping on the sustainability bandwagon, launching campaigns and initiatives that promote eco-friendly packaging, reduce food waste, and support sustainable agricultural practices. As consumers become more conscious of their environmental footprint, brands that prioritise sustainability are likely to gain a competitive edge, build brand loyalty, and contribute to a more sustainable future for all. By embracing sustainability, big businesses can not only mitigate environmental risks but also unlock new opportunities, drive innovation, and create long-term value for their shareholders.
In a heartwarming collaboration, Coca-Cola Pakistan & Afghanistan and Rizq, a local non-profit, are joining forces to combat Pakistan’s staggering food security crisis. With 80 million people estimated to go hungry, this partnership aims to distribute over three million meals to those in need, scaling their efforts to reach multiple cities and communities across the country. By leveraging Coca-Cola’s marketing expertise and Rizq’s grassroots execution, they’re making it easy for consumers to contribute through QR codes on billboards and bottles. Together, they’re working towards a hunger-free Pakistan, one meal at a time.
Nestlé Pakistan has embarked on a heartfelt journey to celebrate the power of good food with its “Achai Se Bana, Achai Ke Liay” campaign. This inspiring initiative highlights the company’s commitment to unlocking the goodness of food to enhance lives, today and for generations to come. With a wide range of nutritious and delicious products, Nestlé Pakistan is dedicated to bringing balance and taste to millions of people across various occasions and life stages. By emphasising the high quality of their products and their positive impact on consumers and the planet, Nestlé Pakistan is truly living up to its purpose of being “a force for good”. Through this campaign, the company is beautifully showcasing how goodness can ripple out and enrich lives, making it a shining example of corporate responsibility and sustainability.
National Foods Limited (NFL) has partnered with the World Wildlife Fund (WWF) in Pakistan to launch the “Lets Plant Our Future” campaign, aiming to reduce the carbon footprint, promote tree plantation, and support reforestation. The initiative includes planting thousands of mangrove saplings along Pakistan’s coastal areas and reducing paper usage in packaging by 25%, saving hundreds of trees. NFL, a pioneer in sustainability and community development, has also received the Gold LEED certification and licensed waste-management practices.
Shan Foods is spreading happiness beyond the kitchen! With their new tagline “Spread Happiness”, they’re committed to sharing joy with others. And they’re walking the talk! From feeding over 624,000 people in 2023 to promoting health and wellbeing, quality education, gender equality, clean water, and responsible consumption, Shan Foods is making a real difference. They’re empowering women, planting trees, and partnering with organisations to achieve sustainable development goals. Their efforts have earned them the 11th Annual Corporate Social Responsibility award! Shan Foods is proving that happiness is contagious, and they’re inviting everyone to join in!
And there you have it! Our culinary journey through the flavours of Pakistan has come to an end, but the feast doesn’t have to stop here! We’ve savoured the spices, devoured the drama, and indulged in the incredible stories behind Pakistan’s culinary scene. Now it’s your turn to join the party!
So, come on in, pull up a chair, and get ready to taste the magic of Pakistan! Let’s raise our forks and our cups of chai to the incredible cuisine that brings us all together. Cheers to the love affair we have with food, the flavours, the fun, and the fantastic people who make Pakistani food the ultimate delight! Pakistan, your taste buds are calling – let’s answer!
Bon appétit!