While the “Made in UAE” label was not something that consumers shied away from in the past, it has grown to be an internationally recognised symbol of manufacturing excellence.
The global virality of “Dubai chocolate”, first introduced by FIX Dessert Chocolatier, is further testament to the increasing popularity of UAE-made products, according to Nadir Saigol, CEO of SMITHS Saigol & Gulf.
“We all came from a world where we looked at what’s selling in the US, which was the centre of innovation. That’s changed. Whatever we are manufacturing in the UAE is what people want in the US today. You have Swiss chocolate makes recreating ‘Dubai chocolate’ — that couldn’t be a better example of how Dubai has become an innovation hub. And that’s what we look to perpetuate going forward.
“The UAE has some of the highest manufacturing standards in the world now. I’ve gone to countless trade shows in the past year to observe that Dubai’s level of manufacturing and products made here are now a measure of quality. If you look at Oman and Saudi Arabia, ‘made in Dubai’ is a default requirement to gain presence in these markets,” Saigol told FoodNavigator-Asia.
In addition, he cited the example of SMITHS’s latest product, Sweet Corn Rings, which was primarily targeted at the Japanese and Korean markets, but “ended up selling well” in the Middle East too.
“The Sweet Corn Rings is part of our series of Asia-influenced flavours that is in line with our recent innovations, such as Honey Butter Balls. It’s baked, gluten-free, and has a sweet and creamy flavour. The packaging has got cute corn characters on the front and back.
“Imported products were always perceived as luxurious [by consumers in the region]. That mindset is completely changing because of premium products like this, which exhibit the manufacturing excellence [of products made] here.”
Vigorous expansion
In 2024, SMITHS took part in various trade shows around the world, including Singapore, Russia, and Japan.
Saigol said that the brand’s expansion in Asia, particularly Japan, has been “very important”, as it affects its product and line-up development, such as selection of flavours.
“I feel ‘Made in Dubai’ is a prestigious symbol, especially in a market like Japan that values diversity and unique product offerings. First and foremost, we are not traditional potato chips; we have square crisps, chipsticks etc., and we offer products that are not [as commonly found] in Asian markets.
“That’s why I decided that Japan is a market where we should expand our influence and make products that cater to the local consumers. We have a lot of market penetration there now, so we aim to double down on that.”
This year, SMITHS will be participating in another round of trade shows, with a “bigger than ever” focus on Asia.
“We will return to Singapore for FHA-Food & Beverage in April, and we will go back to Japan multiple times to build on the presence that we have already established. We’re also looking to expand in South Korea and Taiwan.
“Notably, we will also be doing a landmark entry into the European market at Anuga 2025 [held in Germany this October]. We are a heritage British brand that has evolved in the UAE and that has really taken its own form as a Dubai-based brand since 1982. By exhibiting at Anuga, probably Europe’s biggest food show, we’re looking to demonstrate how Dubai brands and products can thrive in those markets.”
