In April 2024, the Culinary Arts Commission of the Ministry of Culture selected TGP International to lead Saudi Taste Makers, a strategic programme created to spotlight and support the next generation of Saudi culinary talent.
The initiative was shaped as a structured development journey, helping homegrown concepts refine their brands, strengthen operations and plan for long-term growth.
The programme focused on preparing selected brands for sustainable progression while preserving cultural identity, craft and authenticity. Through tailored guidance, participants were supported in refining their concepts, strengthening their business foundations and preparing for future market engagement.
Among the selected brands was Lasagna Box, founded by Chef Ahmed Yaseen, a concept rooted in family tradition and shaped by a recipe that carries meaning, familiarity and a sense of gathering deeply embedded in Saudi culture.
Read The Full Taste Makers Case Study Here
The Saudi Taste Makers programme was developed to scan the Saudi culinary landscape and identify concepts with strong potential for growth, with more than 160 ideas reviewed before a select group of brands was chosen to participate.
TGP International was commissioned to work closely with each selected brand, including Lasagna Box, designing and implementing a holistic methodology that supported concepts from early-stage development through to market readiness.
This included strategic guidance across identity development, operational structure, financial planning and narrative clarity, ensuring each brand was prepared not only for real-world activation, but for long-term sustainability within the evolving Saudi food scene.
Read The Full Taste Makers Case Study Here
As part of the Taste Makers programme, TGP International worked with a cohort of selected brands, tailoring support to each concept’s stage of development and specific needs. For Lasagna Box, the focus was on translating a trusted family recipe into a commercially viable concept while preserving its emotional and cultural foundation.
Support covered brand positioning, operational refinement, financial modelling and storytelling, enabling the concept to articulate its identity with confidence and clarity.
“Lasagna Box entered the programme with a strong sense of authenticity and a flavour that immediately resonated. Our role was to help shape the brand’s foundations so it could grow sustainably, while ensuring its identity and story remained intact. The programme created the structure needed to prepare the concept for wider exposure."
Michel Saab, Country Director, TGP International Saudi Arabia
Lasagna Box began as a dish prepared for Friday family gatherings. Each week, the same request returned, driven by a flavour that carried comfort and familiarity. When Ahmed left Saudi Arabia to pursue his culinary studies, the recipe travelled with him. Upon his return, friends and family asked for the same dish they remembered.
That consistency became the foundation of the brand. Taste Makers helped transform this emotional origin into a defined concept, preparing Lasagna Box to engage audiences beyond its immediate circle.
At the heart of Lasagna Box lies a carefully developed bolognese sauce, refined through years of repetition and attention. For Ahmed, this flavour defines the brand’s identity and reflects the care that shaped the recipe from the beginning.
“We serve the best lasagna in the world. Taste it and decide for yourself. People come back. That is how we know we achieved something.”
Ahmed Yaseen, Founder, Lasagna Box
As part of the final phase of the Taste Makers programme, selected brands were showcased at the Saudi Feast Festival. For Lasagna Box, this moment marked an important opportunity for wider public visibility and engagement.
Before joining the programme, Ahmed described operating from a cloud kitchen with limited reach.
“It felt like I was working from a cave, trying to tell people I exist. The festival gave me a way to reach people directly.”
Ahmed Yaseen, Founder, Lasagna Box
The booth became a focal point for discovery and conversation. Guests returned with friends and family, creating momentum that reflected genuine engagement rather than promotional push.
The Taste Makers programme equipped Lasagna Box with the structure needed to present itself with clarity and confidence. The Saudi Feast Festival amplified that foundation by allowing guests to experience the dish directly and form their own impressions.
“I shaped the recipe and the idea, but the programme polished everything and guided me forward. It gave me confidence to continue and to speak to more people about what I do.”
Ahmed Yaseen, Founder, Lasagna Box
The experience positioned Lasagna Box as a brand capable of growth within a market increasingly celebrating homegrown culinary concepts.
Lasagna Box carries the spirit of Friday gatherings into its next chapter. While the recipe remains central, the brand’s future lies in sharing that flavour with a wider audience without losing its foundation.
The Taste Makers programme created a bridge between private craft and public expression, preparing the brand for expansion and sustainability. Lasagna Box stands as an example of how family tradition, when supported by strategic guidance, can evolve into a concept ready for national engagement.
Read The Full Taste Makers Case Study Here
Services
TGP International supported the Taste Makers programme across the following areas: