Executives of Irie Isle have found a way to capitalise on Jamaica’s bounty of fruits by utilising an innovative way of packaging. The company has added two new squash flavours, june plum and mango, to its existing line which includes guava, cherry, sorrel and pineapple flavours.

Christmas All Year Round

Food chemist Ann Marie Smith and baker Luciene Morrison have pooled their ‘know-how’ to create Jamaica’s first pre-fabricated fruitcake mix. Operating under the name Annilu, a hybrid of both their names, the ladies came up with a winning formula with the intention of changing the way local consumers view fruitcake.

“We want to change the way we think of the fruitcake…why should you wait until Christmas to enjoy your favourite dessert?” Morrison asked as the two presented their food item before the Jamaica Observer Food Awards judges.

“We’re selling the concept that it’s no longer a Christmas treat,”added Smith who shared that the cake mix was three years in the making before they agreed that it was ready for the public.

“We took it to a distributing company and they weren’t ready for it, so we decided to pursue it on our own,” Smith said.

The Annilu cake mix entered the market last December and has since occupied shelves in five supermarkets including Michi, Lee’s Food Fair and Sovereign.

“It’s really flavourful and light,” observed judge Jacqui Sinclair who said the traditional version is usually heavy and fruit-laden.

Smith then pointed out that the Annilu box features two packets: one with pureed fruit and the other with the dry batter to which butter, eggs and water must be added in order to make the cake.

“No longer do you have to soak your fruits for a whole year,” shared Morrison, who said that the product is excellent for the diaspora as people living abroad mightn’t be able to access the traditional flavour of Christmas or wedding cake.

The Annilu cake mix, which yields a two-pound cake, bakes for one hour and its recommended retail price is $600.

Lifestyle Editor Novia McDonald-Whyte outlined that the price is quite competitive as last Christmas saw fruitcakes being sold for upwards of $2,500.