East End Ground Cumin, known as jeera, is finely ground cumin from East End Foods, supplied as 20 x 100 g, which means twenty 100g packs per case. Cumin is one of the cornerstone spices of South Asian cooking, giving a warm, earthy, slightly nutty flavour. The 100g pack size suits retail shelves and home cooks, while the case keeps small caterers topped up.
Ground cumin goes into curry bases, dhal, rice dishes, marinades and spice mixes such as garam masala. Toast it gently in a dry pan or bloom it in oil to bring out the aroma before adding other ingredients. It pairs naturally with coriander, turmeric and chilli.
Keep in a cool, dry cupboard away from light and steam, and reseal the pack after use. Ground cumin loses aroma over time, so keep it closed and use it while fresh. Use within the date shown.
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