Saudi Taste Makers was conceived as a structured development journey for emerging Saudi culinary practices, designed to help early-stage concepts define their identity, strengthen operations and prepare for long-term market engagement while remaining rooted in cultural authenticity.
In April 2024, the Culinary Arts Commission of the Ministry of Culture appointed TGP International to lead the initiative.
Saudi Taste Makers brought together independently developed concepts, each representing a different approach to Saudi cuisine and production. The programme provided a clear framework within which each brand could refine its direction and define a path forward aligned with its scale, craft and ambition.
Pralino was one of the concepts selected. Founded by Chef Raghad Ayeq, the brand is centred on handcrafted sweets that reinterpret Saudi flavour through contemporary technique and careful, deliberate production.
Read The Full Taste Makers Case Study Here
The Culinary Arts Commission of the Ministry of Culture required a partner capable of supporting Saudi culinary concepts whose foundations were rooted in personal craft rather than mass production. The objective was to create a development framework that could strengthen clarity, structure and long-term viability, without diluting the individuality of each concept.
TGP International was appointed to design and deliver this framework, working closely with participating brands to provide strategic input across identity articulation, operational organisation, financial planning and positioning. Pralino joined the programme as a concept defined by precision and handwork, requiring a form of support that respected its craft-led nature while preparing it for broader visibility.
Read The Full Taste Makers Case Study Here
Within the Taste Makers programme, Pralino’s development focused on translating artisanal practice into a clearly communicated concept. The aim was not to reshape the brand, but to give structure to ideas that were already present, allowing them to be expressed with greater confidence and consistency.
TGP International worked with Chef Raghad to document the brand’s identity, organise its operational approach and refine how the concept could be presented to partners and audiences. This process supported Pralino in moving from individual production to a more defined public presence, without compromising the values that shaped its creation.
“Pralino stood out for its attention to detail and commitment to handcrafted production. Our role was to help bring clarity and structure to that approach, ensuring the brand could be communicated clearly while preserving its individuality.”
Michel Saab, Country Director, TGP International Saudi Arabia
Chef Raghad Ayeq developed Pralino following formal culinary training and years of hands-on experimentation. The brand takes its name from praline, a flavour deeply rooted in confectionery traditions, and reinterprets it through Saudi ingredients and contemporary form.
From the outset, Pralino was shaped around precision and intention. Every product is made entirely by hand, reflecting a belief that flavour carries meaning when it is built slowly and with care. The concept does not rely on nostalgia, but instead draws from cultural reference points to create sweets that feel refined, balanced and distinctly modern.
Pralino’s identity is most clearly expressed through its Signature Taco, the brand’s best-known and most recognisable creation. Inspired by praline flavour, the product is constructed through layered textures and measured sweetness, offering a clear expression of the brand’s approach.
Saudi ingredients play a defining role in this process. Pairings such as Habaq Al Madini (basil) with ruby chocolate introduce familiar elements in unexpected combinations, allowing flavour to reference place without leaning on convention.
This balance between familiarity and innovation gives Pralino its character and allows each product to communicate intention rather than trend.
“I wanted to create something different, using Saudi flavours and craftsmanship in a way that feels thoughtful and contemporary. Everything we make is done from scratch, with care.”
Chef Raghad Ayeq, Founder, Pralino
As the concluding phase of the Saudi Taste Makers programme, selected brands were presented at the Saudi Feast Festival. For Pralino, this moment marked its first sustained interaction with a national audience.
Operating as a mobile sweets cart, the brand invited guests to engage directly with its products. Visitors approached with curiosity and discovered sweets shaped by technique, balance and restraint. The Signature Taco became a focal point, drawing repeat interest and encouraging conversation around flavour and craftsmanship.
The festival environment allowed Pralino to test its clarity in a live setting, confirming that its products could communicate their story without explanation.
Participation in Saudi Taste Makers helped Pralino move from a personal craft practice into a clearly articulated concept. The structure provided through the programme allowed the brand to present itself with confidence and coherence.
“Working with TGP helped me organise my ideas and present my brand more clearly. It strengthened how I communicate what Pralino is and where it is going.”
Chef Raghad Ayeq, Founder, Pralino
Guest response at the festival reflected an appreciation for precision and handwork. Visitors recognised the care behind each product and responded to flavours that felt intentional and distinct. The experience confirmed Pralino’s readiness to continue developing within a market increasingly receptive to refined, craft-led concepts.
Pralino’s future is guided by mobility and direct engagement. Chef Raghad envisions the brand travelling across the Kingdom, participating in Saudi Seasons and bringing handcrafted sweets to new audiences through a mobile format that preserves closeness between maker and guest.
The journey began at the Saudi Feast Festival in Riyadh and continues toward broader national presence. Pralino stands as an example of how Saudi craftsmanship, when supported by structure and clarity, can evolve into a concept prepared for sustainable growth.
Read The Full Taste Makers Case Study Here
Services
TGP International supported the Saudi Taste Makers programme across the following areas:
Brand articulation and refinement
Identity documentation
Operational organisation
Business planning
Market readiness advisory
Programme development and strategic support