'First of all, you need a kick-ass product...'
Salt of the Earth offers novel approach to sodium reduction
Atlit-based Salt of the Earth, meanwhile, is focused on utilizing locally sourced sea salt in added value products from sea salt and potassium salt combinations, and gourmet salts for culinary applications, to Mediterranean Umami, which combines sea salt with tomato concentrates, mushroom and seaweed extracts using a proprietary process, and typically enables sodium reductions of 33%.
The product - which would be declared on US ingredient labels as 'sea salt, natural flavors' - works particularly well in tomato-based sauces, dressings, cheese crackers, baked goods, prepared meals, mayo, soup, meat balls, and anything with a savory flavor profile, said business unit director David Hart.