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This culinary guilty pleasure from my childhood is still a banger
by Patrick Vogt
The Swiss aren't the only ones who love Aromat
1.2.2023
Translation: machine translated
Iodised edible salt, flavour enhancer, lactose, wheat starch, yeast extract, spices, vegetable oils, anti-caking agent, mushroom extract. Here are the ingredients of Switzerland's favourite condiment... and South Africa's.
"Households" as a marketing strategy
In every self-respecting Swiss bistro, customers are also offered the essential trio of salt, pepper and Aromat. And they do this in what's known as a "ménage". In 1953, Knorr offered 30,000 of these to restaurants when the powdered condiment was launched on the market. Suffice to say, the strategy worked. A year later, 80 per cent of the Swiss were already familiar with it, with its famous Knorrli designed by Ticino artist Hans Tomamichel.
Another factor contributed to the condiment's success: unlike competing products, such as Maggi's liquid seasoning, Aromat does not alter the colour of the dish, making it more appetising. We owe this to Walter Obrist, who perfected the recipe after months of research and testing. Today, the condiment is still made to the same recipe in Thayngen, in the canton of Schaffhausen.
Popular in South Africa thanks to the emotions factor
My life in a nutshell? On a quest to broaden my horizon. I love discovering and learning new skills and I see a chance to experience something new in everything – be it travelling, reading, cooking, movies or DIY.
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