The Elfalaf journey

In 2019, the El Falaf story began with the development and refinement of an authentic falafel recipe, built with respect for tradition and close attention to detail.

That year was dedicated to research, testing, and fine-tuning each ingredient, with a strong focus on balance, texture, and flavor. Falafel was chosen as the foundation product, a symbol through which the brand’s values could be clearly defined from the very beginning.

• Extensive research and ingredient testing
• Careful balance of texture, aroma, and consistency
• Respect for traditional Middle Eastern recipes
• Designed for the modern consumer and long-term scalability

Product Philosophy

The first El Falaf recipe was conceived as a premium product with soul, food that conveys a sense of “home,” shared meals, and care for what you choose to eat.

In 2020, El Falaf transitioned from production to retail presence, marking a key milestone in the brand’s development.

Retail Impact

AuchanHome Garden

• Validation of the recipe and production standards
• Access to a wider audience through demanding distribution channels

The year 2023 marked El Falaf’s first step onto the international stage.

ANUGA Cologne

Participation in the world’s leading food and beverage trade fair represented a strategic milestone for the brand.

• Direct dialogue with international distributors and partners
• Increased visibility in a highly competitive global environment
• Positioning the brand within a professional international framework

In 2024, El Falaf strengthened its industry presence through participation in key European and local events.

In 2025, El Falaf returned to key industry events, reaffirming its strategic direction and the brand’s growing maturity.

Strategic Direction

ANUGA CologneFood & Hospitality Expo

• Consistent presence at reference industry events
• Strengthening long-term partnerships
• Focus on sustainable growth and quality