Robertsons encourages stay-at-home cooking

"When it comes to food and dining, there's a shift away from takeaways and junk food and a return to the real and believable, the natural and wholesome, the lasting values of family and friendships - so much so that eating in almost becomes the new dining out," said Chang.

Products which feature natural, fresh, wholesome goodness in a convenient, easy-to-use format, are becoming increasingly popular and sought after.

"There's a renewed interest in home entertaining, cooking for pleasure and an obsession with cooking programmes on television," he adds. "Everyone wants to be a home chef and people are going back to basics, reviving family time together and looking to express creativity in their meals at home.

Robertsons has tapped into this new home cooking insight and the launch of its new Paste! answers the need for a natural fresh flavour, in the convenience of a tub. It is the next generation format of herbs and spices, freshly picked at its source and frozen. The cold pressed manufacturing process ensures the paste delivers an intense fresh flavour from the tub.

It has no artificial flavourings, colourants, preservatives or added MSG and is available in several varieties including basil, Italian herbs, ginger, paprika and mixed peppercorn.

The product is endorsed by South African celebrity chef Reuben Riffel, who will promote it in TV ads from early 2011.