In October 2026, Australian food producer Exotic Bazaar secured retail distribution across Coles supermarkets, moving its packaged Persian and Middle Eastern meal bases from regional farmers markets to national grocery aisles.

The listing gives the Ballarat-founded brand access to millions of weekly supermarket shoppers across Australia.

Founded by Gilava Pour, Exotic Bazaar produces recipe bases, spice blends and simmer sauces designed to simplify Middle Eastern home cooking. The range includes items such as Tunisian shakshuka bases and traditional Persian meal mixes, targeting consumers who want authentic flavours without sourcing hard-to-find individual spices.

The business started by selling directly to consumers at weekend community markets in regional Victoria before building a digital storefront. Growing demand for international pantry staples and convenience cooking drove the brand to expand its wholesale operations, leading to discussions with major supermarket buyers.

Supermarket operators across the Asia-Pacific region are allocating more shelf space to regional ethnic cuisines as consumer palates diversify. For Coles, adding independent artisan brands helps differentiate its packaged grocery aisles against rival Woolworths and discount chains like Aldi.

Transitioning from direct-to-consumer sales to a major grocery chain changes inventory management and cash flow requirements. Fulfilling regular purchase orders for national distribution centres requires strict quality controls, continuous batch manufacturing and reliable freight partners.

Exotic Bazaar handles e-commerce dispatches from Melbourne alongside its wholesale supply chain. The company pairs retail sales with online recipe resources, including digital guides for dishes like Persian noodle soup, to encourage repeat pantry purchases.

Mainstream grocers historically relegated Middle Eastern ingredients to specialty aisles or small international sections.

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