Middle East Focus: Better-for-you ice creams, healthy snacks in Carrefour and meat category growth feature in this edition of our round-up

WATCH: Protein ice cream pioneers LightWhey unveils significant retail expansion in UAE, plans to enter 1,000 outlets​

The UAE’s first protein ice cream brand, LightWhey, is targeting listings in in 1,000 retail outlets in the country by the end of this year.

It is currently present in some 650 stores in UAE, following a deal with Carrefour Hypermarket earlier this year.

The company was founded in 2015. According to co-founder and CEO Mohannad Al Hourani, back then “there were a lot of protein bars and snacks around, but ice creams in the market were full of sugar and fat​.”

LightWhey adds whey protein from cow’s milk into the ice cream, giving each 200ml tub an average of 22.5g of protein, 16g of carbohydrates, 7.5g of fat and no added sugar. Sweetness is achieved through the use of xylitol and sucralose.

Going strong: Bahrain’s meat category set for further growth as it tops household food spending charts​

Meat and poultry spending accounts for the largest proportion in total food spending in Bahrain, and is expected to increase further, according to new report documenting Bahrain’s shifting dietary spending habits over two decades.

Published by Fitch Solutions, meat and poultry spending accounted for 15.1% in 2005, and is forecast to reach 18.7% in 2025.

Other categories expected to increase include fresh vegetable spending which is projected to grow from 9.7% in 2005 to 18.0% in 2025. Dairy would account for 13%, bread, rice and cereals (12%) and fruit (10%) rounding up the top five food categories.

Pandemic proof: UAE healthy ice cream brand House of Pops taps on extensive channel reach for positive growth​

UAE healthy ice cream company House of Pops is anticipating a 250% increase in sales this year amid the pandemic, citing its commitment to driving sales across five channels as a key differentiator.

House of Pops currently has four range of products, the basic fruit ice cream pops (happiness range), ice cream pops with solid fruit pieces (royal range), fruit ice cream pops with a chocolate coating (chocolate dip), and a keto range.

According to co-founder Marcela Sancho, sales grew 400% in its second year of business, and it anticipates a 250% increase this year amid the pandemic.

“Our product proved to be pandemic proof. We were very worried when the lockdown happened, events were cancelled and there were no tourists​.

“Despite this, our online sales grew 10-fold, making up for any drop in other channels​.”

Slim Secrets, big deal: Australian healthy snacking firm seals protein bar deal with Carrefour in Dubai​

Australian healthy snacking firm Slim Secrets has secured a listing for its protein bar range in Carrefour supermarkets across Dubai as part of its Middle East expansion.

First established in 2005, Slim Secrets sells protein bars, protein bars with collagen, chocolate blended with nuts, and protein puddings.

According to the company, there was a growing trend for healthy snacks such as protein bars in the Middle East, largely driven by the expats and international community in UAE.

The trend was already seen in places like Australia, Europe, and North America over the last 15 years, but it was only about eight years ago when Slim Secrets saw a demand for such products and exported there with the help of a consolidator.

Probiotics and CBD focus: HempFusion Wellness gears up for China and Middle East expansion​

US-based health and wellness supplement company HempFusion Wellness is gearing up international expansion with plans to introduce more probiotics and CBD products in China and the Middle East.

The company owns HempFusion, the CBD brand selling hemp-based cannabidiol tinctures, capsules, topical creams and gel products, as well as the Probulin brand which sells probiotic enzymes, digestive capsules, and topical products.

Probulin first launched in UAE six years ago. HempFusion CEO, Dr Jason Mitchell told us probiotics are popular there because of the country’s high usage of antibiotics in medical care. 

Probiotics are a tool to help support a healthy digestive system even in circumstances where certain medications are used.

“So, doctors are very keen to prescribe probiotics and provide them the health benefits​,” he added.