In a creative fusion of tradition and innovation, Egypt’s beloved baladi bread is being transformed into a delightful snack that brings attention to food security issues. This unique collaboration pairs everyday ingredients with a purpose, aiming to engage the community in vital conversations about sustenance and support.
Few ingredients carry the emotional weight of baladi bread in Egypt. It is breakfast, dinner, backup plan, side dish, routine, comfort, and for many, one of the country’s clearest symbols of food security.
Now, that familiar staple is showing up somewhere unexpected: inside chocolate.
The United Nations World Food Programme (WFP) has teamed up with Maison Choc—Egypt’s first bean-to-bar chocolate factory founded by Chef Clara Dayoub—to create Balady Bread Crisps, a limited collaboration that turns one of Egypt’s most everyday foods into something slightly more surprising.
The product combines crisped baladi bread with artisanal chocolate from Maison Choc and honey sourced from Mosaab, a farmer in Luxor who benefited from WFP-supported training programmes. His honey becomes part of a wider narrative the collaboration seeks to convey—one about local agriculture, community-led support, and the various ways food can sustain livelihoods beyond the plate.
As Chef Clara Dayoub, Founder of Maison Choc, expresses: “Food is sacred. It carries memory, dignity, and the power to transform communities. Through our collaboration with the United Nations World Food Programme (WFP), we wanted to create something that goes beyond flavour — a product rooted in Egyptian heritage, crafted with purpose, and capable of creating real impact.”
The goal isn’t to reinvent baladi bread; rather, it is to recontextualize it. By placing such a familiar ingredient in an unfamiliar setting, the collaboration sparks discussions about food security in Egypt and the individuals whose efforts underpin it.
Maison Choc, renowned for its bean-to-bar chocolate production at its Sheikh Zayed factory, developed this product as an advocacy-driven initiative. Chef Clara will also allocate a portion of proceeds from each sale to support WFP programmes in Egypt that assist vulnerable communities in achieving sustainable access to food and livelihoods.
Whether one is drawn in by the chocolate or inspired by the initiative, it’s certainly a novel experience to see baladi bread making its way into the dessert category.
Key Takeaways
- Baladi bread, a staple in Egypt, is reimagined in a collaboration with Maison Choc.
- The initiative highlights themes of food security and local agriculture.
- Artisanal chocolate is paired with honey from a WFP-trained farmer.
- The project is a means to support community sustainability and livelihoods.
- A portion of sales will contribute to WFP programmes aiding vulnerable communities.
FAQ
What are Balady Bread Crisps?
They are a collaboration product that combines baladi bread with artisanal chocolate and honey.
Who created the Balady Bread Crisps?
The United Nations World Food Programme partnered with Maison Choc, founded by Chef Clara Dayoub, to create this product.
What is the purpose of this collaboration?
The collaboration aims to raise awareness about food security and support local agriculture while also providing a unique snack.
How does the product support farmers?
Honey in the crisps is sourced from farmers who have benefitted from WFP training, promoting local agriculture.
