Convenience is king: Auric eyes Middle East market with easy-to-consume functional products

By Pearly Neo

- Last updated on GMT

Auric is eyeing expansion in the Middle East with its easy-to-consume products, riding on increasing demand for health products in convenient formats in the region. ©Auric
Auric is eyeing expansion in the Middle East with its easy-to-consume products, riding on increasing demand for health products in convenient formats in the region. ©Auric

Related tags Middle east convenience Functional foods

Indian functional foods and beverage firm Auric is eyeing expansion in the Middle East with its easy-to-consume products, riding on increasing demand for health products in convenient formats in the region.

Auric is best known for its Ayurveda-based, herb-infused products such as Peanut Butter for Men, Men’s Energy Tea, and A2 Milk-based Ghee, but recently became a finalist in the coveted Gulfood Innovation Awards 2023 for two products, its Sleep Gummies and Lung Detox sparkling drink.

According to Auric Head of Brand and Business Partnerships Rashmi Jain, in order to achieve Auric’s aim to bring the benefits of Ayurveda to millennials, it is crucial to capture the key demands this population has for products – which is chiefly a demand for convenience in the Middle East.

“We know that there is a need for sleep-aid products and lung health products in many markets all over the world, but in this market it is especially crucial to make it convenient for consumers,”​ she told FoodNavigator-Asia​ at the recent Gulfood 2023 event.

“Convenience is not only making these easily accessible over-the-counter, but also ensuring the formats these are presented in are ideal for their consumption, such as gummies or an effervescent tablet that can be brought anywhere.

“The sleep gummies are strawberry-flavoured and use stevia as a sweetener, helping consumers to sleep within 30 to 45 minutes after consumption, important for those suffering from insomnia or stress issues based on its melatonin and ashwaganda content.

“The lung detox drink on the other hand targets smokers or those living in polluted areas, as it contains herbs that can naturally clear the upper respiratory system such as liquorice, pushkarmool and piper longum.”

Format innovation moving away from pills or tablets is also crucial for Auric as the firm believes that resemblance to drugs or medications is likely to put many consumers off.

“The format must definitely be easy to consume, but it must also not be seen to be similar to medication,”​ she said.

“We have seen demand for these products grow significantly in India, and recently started exports to Dubai and the United States where sticking to this concept has also paid off.”

Ayurvedic attraction

Auric’s peanut butters are amongst its most unusual yet popular products, with specific variants targeting men’s and women’s health.

“Our peanut butters are all high in protein and plant-based, where the women’s variant contains herbs suitable to regulate menstruation or help those with PCOS, whereas the men’s variant focuses on energy provision,”​ she said.

“The latter contains herbs such as ashwaganda, gokshura and safed musli which help with this under Ayurvedic principles.

“There is also the Men’s energy tea focused on the shilajit herb and also containing 13 other herbs – shilajit is very popular in relation to men’s health related to boosting stamina and energy but is known to be very bitter, so we have added stevia to tamper the taste.”

Auric’s peanut butters, teas and ghee are available in India and in Middle East grocery stores.

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