National Trading and Developing Establishment (NTDE), one of the UAE’s biggest FMCG distributors, has joined forces with Dubai-based food producer Al Ghurair Foods, to distribute the company’s Emirates Eggs brand and Jenan branded products in the UAE.
The deal, which coincides with the launch of Jenan noodles, and the re-launch of the pasta and egg brands, is expected to have a significant effect on the availability and sale of the products, particularly the eggs brand. Indeed, with imports of eggs from India and Saudi Arabia to the UAE banned owing to outbreaks of bird flu, NTDE and Al Ghurair both see a big opportunity in the sector.
“Eggs is a major category with one billion total category volume in the UAE a year,” Issam Hamoud, trade marketing manager, NTDE, told Retail News Middle East. “UAE production only produces 50% so there is a huge gap. There are five main players in the UAE and Al Ghurair hopes to become the number one player.”
The combined strength of NTDE’s distribution network and Al Ghurair’s brands is also expected to help increase sales of the products in the UAE. Jenan branded products are available in 22 countries including most of the Middle East. The brand’s focus on health and nutrition is also expected to help drive sales, according to Hussam Ghanoum, business development manager, Al Ghurair Foods
“Consumers in the UAE are growing increasingly health conscious; many take time to read the nutrition facts of a product before purchase,” he said. “Jenan is intended for people who are particularly careful about what they consume and are looking for good taste complemented with healthy nutritional ingredients.”
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