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Tue 26 Feb 2008 01:50 PM

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Bringing dates into the twenty-first century

Luxury date brand Nadiya promotes its local heritage.

Nadiya was attempting to "connect consumers to the region's heritage" at Gulfood 2008, showcasing a traditional product and "translating it into a luxury, contemporary product for the twenty-first century global nomad", according to general manager Tim Davies.

"Nadiya is a genuine success story for the UAE, one of the country's few real local brands. All our production is done in the UAE, using the finest local and Saudi

Arabian dates and imported ingredients," explained Davies.

Today, Nadiya Luxury Dates is the fastest growing range of dates, he claimed, with its products available at all major Dubai retailers and in Dubai Duty Free. The dates are ideal for UAE companies and hotels looking to support local brands and present true Arabian hospitality to their clients, Davies said.

"With Nadiya we have created a new mainstream retail category - Luxury Arabian dates, which is closer to premium confectionery than the traditional plain dates category, which is not a strongly branded segment," he said.

"Our packaging and overall branding adds a touch of luxury that broadens the appeal of this category, retaining the heritage and traditional values of the date but adding a contemporary twist."

Nadiya Luxury Chocolate dates are available with milk, white or dark Belgian chocolate coatings and are stuffed with roasted nuts.

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