Changes in consumer perception driving ‘Made in UAE’ product uptake – SMITHS
Snacks firm SMITHS says that the positive shift in global consumer perception of food manufacturing standards in Dubai is driving the uptake of UAE-made products.
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,” Saigol told FoodNavigator-Asia.
“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.
Proximity key to meeting local needs, building partnerships as GAR accelerates MENA expansion
Golden Agri-Resources (GAR) is looking to expand its presence and foster stronger partnerships in the Middle East and North Africa (MENA) through its Dubai office, where it can better keep up with local trends and needs.
Despite establishing a branch in Pakistan since 2013, the Singapore-headquartered palm oil company said that it remains “underrepresented” in terms of presence and downstream partnerships in the MENA region.
Speaking to FoodNavigator-Asia at Gulfood 2025, Imran Nasrullah, GAR’s Managing Director for Africa, Middle East and South Asia, shared that an office was set up in Dubai mid last year to grow the firm’s footprint and be a part of local food security conversations.
“Globally, we will need 200m tonnes more of vegetable oil by 2050 to be able to feed the world. We need to grow more, but we need to grow more sustainably. [We get to be] closer to having this conversation by being based here,” he added.
Big, loud flavours: Indian snack brand goes bold and quirky for Gen Z in Asia and the Middle East
Indian snack brand Cornitos is eyeing Gen Z market in Asia and the Middle East with “bold and trendy” flavours for its latest snack line Crusties.
The firm’s latest crunchy snack range is made from rice and corn grits and potato flakes.
It comes in a mix of trending flavours inspired by globalisation and K-pop, and traditional favourites like sour cream & onion.
According to Cornitos director Shobhit Agarwal, hot and cheesy flavours are leading the way across multiple food categories, and Cornitos is capitalising on this trend with a mix of familiar and innovative options.
“If you look at the current market trends, Korean flavours, in particular, have gained significant traction in India, largely due to globalisation and the growing influence of Korean pop culture,” he said.
iPRO strengthens footprint in Saudi, eyes bigger functional hydration opportunities in ME
Functional hydration brand iPRO is solidifying its presence in Saudi Arabia through a strategic partnership while looking to actively expand across the Middle East and Asia.
Four years since it started exporting to the Middle East, iPRO recently participated in the Gulfood trade show in Dubai for the first time, underscoring its expansion efforts in the region following a promising launch into Saudi Arabia in February.
The entry into Saudi resulted from a partnership with Al Rabie Saudi Foods Company, a household name in the local beverage industry.
“Al Rabie has been manufacturing their own healthy range of juice products, beverages etc. for over 40 years, and has built incredible trust with consumers in the kingdom.
“Our co-branded products not only allow iPRO to reach out to local consumers who know, trust and use Al Rabie, but also provide a new beverage offering to the same audience,” Sophie Christy, Global Brand Director of iPRO said.
Shake Your Plants seeks to fill dehydration and nutrient gaps in UAE with functional beverages
Functional beverage brand Shake Your Plants (SYP) aims to address dehydration and nutrient deficiency issues among the UAE population, while actively seeking global expansion.
The firm was founded in 2022 by Lia Coelho and Justine Dampt, both of whom have lived in the UAE for over 15 years. Its first product, Kombucha+, was introduced in 2024.
According to Dampt, the UAE is the ideal place to launch a start-up, especially one like SYP, which aims to redefine hydration through plant-based innovation.
“Hydration is a critical issue here. With extreme heat and an active population, dehydration is a real concern, yet many people still don’t drink enough water or rely on sugary, artificial drinks,” she said.
