By Sam Bridge
Senior exec at Netherlands-based Upfield says Middle East region is a 'vitally important market for us'
Upfield, the world’s largest plant-based consumer packaged goods company, is targeting growth in the Gulf region as demand grows, driven by a more health-conscious population.
The Netherlands-based company behind brands like Flora and I Can't Believe It's Not Butter!, will use its participation at Gulfood 2020 in Dubai next week to showcase its range of plant-based F&B products.
It said it wants to strengthen its presence in the North Africa and Middle East market which is showing a growing appetite for meat-free and healthier food choices.
A Fortune Business Insights report recently forecast that the global plant-based F&B market is on track to reach $7.38 billion in value by 2025, up from $4.16 billion in 2017.
Upfield said demand in the Middle East is on the rise, driven by a growing health-conscious population.
“Upfield’s command of the global plant-based F&B market and our history of innovation in this sector have earned our organisation a reputation as the authority on plant-based F&B. In this regard we have been rethinking food for decades,” said Reinier Weerman, general manager – North Africa & Middle East, Upfield.
“The Middle East region is a vitally important market for us and it is extremely pleasing to see a trade show with the stature of Gulfood calling on the world’s F&B industry to rethink the approach to food as we all strive to provide enough safe, secure and sustainable food for a growing population that is becoming increasingly aware of the need to protect the planet.”
Upfield, which made its Gulfood debut in 2019, will be showcasing its new line of butter beater, cream cheese alternatives, beverage cream spray, chocolate sprinkles, and a new range of 100 percent dairy free plant-based Flora Plant Cream and Flora Plant Butter.