Holger Terstiege, vice president of international business at Katjes, told ConfectioneryNews the company, which sells fruit jelly gums without gelatin, that the category was already established in the region and it wanted to make sure its product was the right fit for the market and its tastes were accepted before launching itself here.
Gelatin free products
“It has been very successful because we have a unique positioning with our products which don’t contain gelatin,” he said.
“We also offer natural fruit juice flavors which appeals to the vegetarian positioning as is the trend in Europe. The vegetarian appeal is not as big here but people are starting to look towards natural, healthy products and an added bonus is our German-made quality.”
Terstiege added Katjes leading product in the Middle East is ‘Brad the Bunny’, which is attractive to children and a loved animal in the region.
“The jelly has a very soft and beautiful shape in the way it is created and presented, with a beautiful color and not too sweet a taste. All our products here are built around this leader product,” he said.
'Cola the Cat'
“We have a broad portfolio in the region and we are now launching our first cola variant called Cola the Cat next at the beginning of next year.
“There is a high demand for cola products but we have adapted to our style, which is natural, gelatin free and beautifully made. We have high hopes for its success in this market.”
Katjes was exhibiting at Yummex Middle East, part of Gulfood Manufacturing 2016 at Dubai World Trade Centre from November 7-9.