Ritual

When Jackson met Yoav, they spotted a gap. Incredible Middle Eastern sweets existed, but few were made for a wider audience beyond their cultural roots. They set out to change that. Jackson brought the fresh eyes and curiosity of a new generation of food lovers, while Yoav brought deep heritage and the know-how behind time-honoured recipes. Together, they’re building a modern brand that reimagines tradition for today’s world, with bold flavours, nostalgic textures, and a whole lot of personality.