Piment d'espelette is a mild, fruity chilli pepper grown around the town of Espelette in the French Basque Country, where it is dried, ground and used in place of black pepper in many traditional dishes. Its name has travelled well beyond French kitchens because it sounds elegant and specific, making it a favourite shorthand for French cooking in recipes, travel content and food humour. As a short audio clip, the phrase works in the same way, instantly signalling spice, France and a little culinary flair without needing any explanation.