Chef-Owned Food Brand Reveals Launch at Target and Drops New Gift Sets Celebrating West African Cultures
Brooklyn, New York (December 6, 2021) – Yolélé, revolutionary African food company and purveyor of the ancient African grain fonio, announced today that their two best selling products, original Fonio and Jollof Fonio Pilaf have launched at select Target stores nationwide, just in time for the holiday season.
- Fonio is a gluten-free nutritional powerhouse that cooks in just five minutes.
- Delicious and versatile, fonio is light, fluffy, and is delicious in grain bowls, salads, stuffings, casseroles, gluten-free baking, and more.
In 2020, Yolélé launched Fonio Pilafs, featuring 5 unique blends inspired by the cuisines and cultures of West Africa. Jollof Fonio Pilaf is an ode to the famous Senegalese dish jollof rice: a rich, savory one-pot meal made with tomato, bell pepper, and onion.
“We are thrilled to be working with a retailer as iconic as Target,” says Yolélé co-founder and Senegalese-born chef Pierre Thiam. “Shoppers are clearly ready to embrace the exciting flavors and ingredients of West Africa, and are eager to support Black-owned and POC-owned businesses. I’m especially excited for American home cooks to experience some of my favorite holiday recipes, like Jollof Fonio Plantain Stuffing and Fonio Yuca Croquettes.”
Yolélé Expands Gift Set Offerings
Yolélé has also released exclusive holiday gift sets and new merchandise at yolele.com. Sets feature existing products like Fonio, Fonio Pilafs, Fonio Chips, and signed cookbooks, in addition to new items like tea towels and tee shirts, all inspired by West African identity and foods.
“Sharing the gift of African culture and pride this holiday season is a meaningful milestone for our company. And of course, every Yolélé purchase helps to alleviate poverty and create stronger food systems in Africa.”
Fonio and Jollof Fonio Pilaf retail for $5.99 at Target, and are also available at Yolele.com, Whole Foods Market, Amazon Prime, and other retailers. Yolele.com gift sets start at $26. For more information visit Yolele.com and follow them on Instagram.
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Yolélé was created to share delicious, vibrant West African ingredients with the world, beginning with fonio. Yolélé was co-founded by Pierre Thiam, chef, cookbook author, global ambassador for African cuisine and culture, and longtime advocate for sustainability and biodiversity. Yolélé’s purpose is to create economic opportunity for smallholder farming communities; to promote biodiverse, regenerative farming systems; and to introduce Africa's ingredients to tables around the world. Yolélé is proud to partner with Woodland Foods, a specialty food company specializing in global sourcing, custom blending, and processing.