Shoppers at Brooklyn's Middle Eastern groceries this week found a noticeable change on the bread shelves. Maha, a local brand long known for its pita and flatbreads, has introduced a revised recipe with fewer ingredients. The company confirmed the update on Thursday, citing customer requests for simpler products.
The new Maha bread contains no preservatives or artificial colors, according to packaging seen at Sahadi's on Atlantic Avenue. Ingredients are now limited to flour, water, yeast, and salt. The previous version listed more than ten components, including dough conditioners and stabilizers.
A representative for Maha said the change comes after months of testing. "We heard from families who want bread with a shorter label," the spokesperson said. The updated loaves are rolling out to stores across Queens and Brooklyn this week. Price remains unchanged at $3.99 per package.
Some shoppers noticed the difference in taste and texture. On Wednesday morning, a customer at Duzan in Astoria described the new pita as "chewier" but "still good for sandwiches." Store owners said supplies of the old recipe are nearly gone.
The Maha update follows similar ingredient reductions by several national bread producers this spring. Local bakers have said customers are asking more questions about food additives as outdoor markets reopen and school lunches shift to summer routines.