The hot wraps, filled with breakfast stuff or lunch fillings, aim to bridge the gap between greasy fast food and cold sandwiches and are a fusion of Clarke's fast-cooking oven and Unilever's spice pastes and marketing expertise.
The lack of Unilever branding for Fariba is deliberate. Unilever Ventures MD John Coombs says: "If there was a Unilever brand that adds something we would look at it, but we won't stick it on for the sake of it." However, the Persil Service laundry and dry-cleaning counter at Sainsbury is an example of where it does work.
Unilever has a majority stake in Fariba and high hopes that the concept of healthy fast food will take off. Adds Coombs: "If it's successful, we're keen to take a bigger stake." Possible future developments could include Fariba kiosks on station platforms, a tie-up with foodservice operators, and even a retail product.