Shadia Al Hili is urging a woman passing by her Altrincham Market stall to sample the food on offer.
But there’s a problem.
The woman appears more confused than interested by what’s on sale.
Shadia tries again, this time in Arabic.
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“Honestly, it’s authentic ful madamous – give it a go.”
The woman frowns. Real ful madamous doesn’t exist ready-made outside her homeland – never mind the UK. This doesn’t seem right.
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She gazes at the pot on the table, sniffs, piles up a spoonful, and raises it to her lips.
There’s a pause.
All of a sudden, she urgently beckons her husband over to the stall. They stand together tasting samples for some time, before the woman turns to Shadia, places a palm on her shoulder and looks her right in the eye.
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“Thank you for doing this,” she says.
All those endless hours in the kitchen suddenly seemed worthwhile. Shadia felt she might just be the right person to introduce ful madamous to the British market after all.
Ful madamous – a dish of cooked fava beans served with a stash of aromatic spices, olive oil, garlic and a touch of chilli heat – is not just a favourite for Middle Eastern families; it’s an essential part of their staple diet. It tastes like home.
Shadia, a mother of two and entrepreneur from Salford, is the first woman to popularise the magnificent, healthy cuisine in the western hemisphere. And it’s making a big impact.
This is how she did it…
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“We’re putting ful madamous on the map”
The fact that ful madamous has never quite made it onto British soil as a supermarket snack seems bizarre for two reasons.
Firstly, it’s one of the oldest foods in the world – having been a staple of the eastern diet for more than five thousand years.
Second, it offers pretty much everything the body and mind needs to fire on all cylinders.
Packed with healthy carbs, protein and vitamins, it’s what Shadia refers to as a “little bowl of heaven” – and Shadia is selling it for just £2.95 a pop.
Ful madamous- translated as “mashed beans” in English – is nothing short of a superfood, tasting like a thicker, fuller version of hummus although with 75% less calories.
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Among its incredible health benefits is the also the presence of levodopa – a dopamine precursor and chemical proven to fight Parkinson’s disease.
“We’re trying to put madamous on the map,” explains Shadia, who set up her ful madamous brand Cuzena in 2017.
“It has so many benefits for people, it offers a real insight into Middle Eastern culture, and it’s perfect as a meal or snack.
“The fact that you couldn’t just buy it off the shelves seems mad to me. It’s one of the tastiest, healthiest foods in the world!
“I’ve always had a bit of an entrepreneurial mind-set, but when I closed the fridge one day after realising my family hadn’t made ful madamous, I thought – ‘Why can’t you just buy this in supermarkets?’.
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“It wouldn’t leave me, and I decided to give it a real go.
“I’ve been very passionate about making it happen ever since.”
“They have hummus now”
Raised by Middle Eastern parents – who’d moved to Salford in the 1950s – Shadia is convinced her dad is looking down on her right now and laughing at the fact she’s introducing a nation to a food that’s reigned humble but supreme in the east for centuries.
“He’d find it bizarre, but I think he would be very proud” laughs Shadia.
“I remember my mum coming home and excitedly telling my dad – ‘You won’t believe it, they have hummus in the shops now.’”
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“It was a big thing then. But nowadays, hummus is everywhere. That’s the plan for ful madamous.”
Shadia calls ful madamous the “cousin” of hummus, but this concoction differs in the fact it can be eaten hot or cold. It’s also earned privileged status as ‘SYN FREE’ at Slimming World whilst fitting in a veggie or vegan diet.
So why, until now, has ful madamous evaded British buyers?
“I think for many years, people didn’t enjoy the earthy colours of dark food,” Shadia explains.
“I certainly think the stars have aligned for us to introduce our bean ranges with the growth of plant-based eating.
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“I think a lot of people believe the best beans are grown elsewhere. But we’ve actually had excellent beans growing here since the iron age.”
Not that that made it any easier to make ful madamous, of course.
Shadia had to go through more than 1,000 tests until she found a blend that really hit the spot. But two years ago, she successfully completed the soft launch of Cuzena – which is now available both in Manchester and nationwide.
There are currently three flavours for sale – garlic & coriander, fiery chili, and caramelised onion – with plans in the pipeline to expand the range in 2020.
“ I think the perception of Middle Eastern food is that it’s really complicated and contains all sorts of things like rose petal water” Shadia tell us.
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“The fact is – it’s humble food with magnificent flavour and Cuzena plans to show how thoroughly simple and thoroughly modern the food is. I’m just so glad more people are beginning to discover what it’s like.”
“True happiness must be shared”
Nobody had heard of Cuzena a few months ago. Barely anyone knew what ful madamous was, either.
Yet, Shadia’s Middle Eastern dish is now available at Wholefoods, As Nature Intended, Bents Garden Centre, Unicorn, Ancoats General Store, Sale General Store, two city centre SPARs (Princess St and Oxford Rd), Booths supermarket and Selfridges.
Cuzena is also enjoying distribution from Cotswold Fair and The Health Store.
“It’s been a busy few months, but I’m so glad people are discovering it,” says Shadia.
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“At Cuzena, we respect the Middle Eastern tradition to share from ‘one plate’ – we only make food that you can share.
“That’s our attitude: True happiness must be shared…”
Manchester United announce record revenue despite on-pitch struggles
Danny Jones
Manchester United have declared a record revenue figure for the full 2025 fiscal term, even with their poor performances on the pitch over the past 12 months.
They may still be a continually struggling Premier League side who seem to be in a perpetual state of transition, but they remain nothing short of a global giant in terms of sporting brands.
Yes, despite Man United recording two of the worst finishes in domestic history in the previous two campaigns and head coach Ruben Amorim having already overseen the worst start to a top-flight season in the modern era following the defeat on derby day, the football club has reached a monetary milestone.
According to their official reports for the fourth and final quarter of the financial year, they brought in a record-breaking £666.5 million throughout 2024/25 – but, as always, it’s more complicated than that.
"There are some tough decisions to be made"
BREAKING: Manchester United have announced record revenues for 2024/25 of £666.5m – but the club still made an overall loss of £33m 🚨 pic.twitter.com/jlQS7SMjJ8
Released on Wednesday, 17 September, Manchester United PLC confirmed that they had managed to record the biggest revenue figures on several fronts despite crashing out of the Europa League, finishing 15th in the table overall and failing to secure a place in any European competition this season.
The first half of Amorim‘s tenure at Old Trafford saw the club’s worst competitive placing since 1973/74, a.k.a. the last time the Red Devils were relegated from the first division.
Nevertheless, a fresh shirt sponsorship agreement with Snapdragon, new brand partnerships with the likes of Coca-Cola, an extension of their contract with travel experience company, SportsBreaks, and numerous other deals saw United achieve a record commercial revenue of £333.3m.
Elsewhere, match revenue was also up and reached new heights, tallying approximately £160.3m in the 12 months leading up to 30 June 2025 – the most they have ever registered when it comes to ticket sales, concessions, and other transactions in and around game days.
Although this number is a reduction of more than 70.8% what they lost last year (£113.2m), there is still plenty of concern among supporters over how money is still not only being spent but moved around.
Co-owner Sir Jim Ratcliffe and the INEOS board did pay sizeable chunks of MUFC’s debt, which has piled up at an alarming rate in the two decades since the Glazer takeover, but there has still been plenty of borrowing.
In addition to a number of shorter-term loans, there has also been an increased level of amortisation and significant transfer spending this summer, despite being admittedly cash-strapped.
As well as actually having less money to play with over the past 12 months, they are also set to receive less in TV rights and broadcasting revenues this season due to not making it into any European competition, hence why they went on a post-season Asian tour to try and make up for funds lost.
It’s estimated that the business earned a further £8 million from these games, but it’s also worth noting that significant sums have been spent not only on new signings but also on severance fees and redundancy packages, so it’s hard to assess how much this extra injection helped with the fine margins.
While it's good to see that we're paying down our long-term debts, I'm a bit worried about how the club have maybe over-leveraged short-term borrowings. Debt restructure needed imo. pic.twitter.com/LQuUdbzK1h
Divisive CEO and former City Football Group exec, Omar Berrada, wrote in the comments section of the full findings and financial report: “As we settle into the 2025/26 season, we are working hard to improve the club in all areas.
“On the field, we are pleased with the additions we have made to our men’s and women’s first team squads over the summer, as we build for the long term. Off the field, we are emerging from a period of structural and leadership change with a refreshed, streamlined organisation equipped to deliver on our sporting and commercial objectives.”
He adds: “We are also investing [in upgrading] our infrastructure, including completion of the £50m redevelopment of our men’s first team building at Carrington, on time and on budget, following prior investment in our women’s team facilities, to create a world-class environment for our players and staff.
“Meanwhile, planning continues to meet our ambition of developing a new stadium at Old Trafford as part of a transformational regeneration of the surrounding community.
Total Manchester United revenue may be up but they’re about to shell out seismic outlay for their new stadium costs.
Berrada signs off by insistig that for the club to have “generated record revenues during such a challenging year for the club demonstrates the resilience which is a hallmark of Manchester United.
“Our commercial business remains strong as we continue to deliver appealing products and experiences for our fans, and best-in-class value to our partners.”
“As we start to feel the benefits of our cost reduction programme, there is significant potential for improved financial performance, which will, in turn, support our overriding priority: success on the pitch.”
What do you make of Manchester United’s 2024/25 annual report and how it fits into the wider picture/struggles elsewhere around the club?
FIFA confirm new changes to international breaks – and many fans are divided
Danny Jones
Global sporting body FIFA have announced new changes to the annual football calendar and the ever-divisive international breaks, specifically.
It’s fair to say that not everyone is in agreement over the update to what many fans and even players already find a frustrating format.
Put simply, FIFA have revealed that they will be merging the traditional September and October breaks into one extended period of international football from 2026 onwards.
Once again, although the decision has been met with plenty of support, it has also faced just as much, if not potentially even more, resistance.
That's well better. Always thought instead of having 3 short international breaks in autumn we'd be better off having one long one
As detailed by multiple outlets following full confirmation on Monday, 13 September, footy fans are now looking at a combined 16 days of watching national teams in World Cup qualifiers and other fixtures.
While other clubs further down the footballing pyramid will still be able to watch their team, supporters of Premier League sides and several other divisions will see domestic action cease for roughly three weeks when taking into account rest days between international and club fixtures
Besides incorporating more teams into this year’s World Cup (now a 48-team affair) and the still relatively recent advent of the Nations League – which UEFA introduced in the hopes of creating more interest in the much-maligned international breaks – this is one of the biggest changes in some time.
At present, there are typically four breaks: September, October, November and March/April – not including major tournaments themselves.
One criticism of this format has been the stop-start consequence it has on club football, and indeed, struggling to create any real momentum and/or excitement, as well as the impact on form it sometimes has on players both away on national team duty and when they get back to their clubs.
I suppose it’s better than having two different breaks in Sept and the October, and the stop start nature of the club season.
Another big concern these breaks have always been met with is the added risk of fatigue and injury.
Despite being athletes who regularly train to remain at the peak of their physical fitness, the increasingly congested fixture calendar – particularly for those playing in England, with multiple cup competitions, the prospect of European football AND no break over Christmas – continues to push bodies to the limit.
Once again, these new changes to international breaks won’t come into effect until next year, but there are plenty of pros and cons that professionals and supporters alike will continue to debate until the new schedule is implemented.
The Manc -
6th February 2020 
