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Wed 21 Jan 2009 04:00 AM

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Sampling tactics

Tim Davies, general manager of Dubai’s Nadiya Ltd discusses how it will promote Arabian hospitality with a modern twist.

Tim Davies, general manager of Dubai's Nadiya Ltd discusses how it will promote Arabian hospitality with a modern twist.

When was the company founded and how has the product portfolio changed since then?

Nadiya Ltd is a privately owned company, founded in Dubai in 2002, which initially established a thriving business in supplying five star hotels and customised corporate gifts.

Nadiya Luxury Arabian Dates were first introduced to UAE consumers during Ramadan 2004, with a range of whole and stuffed dates and two pack sizes. Since then, the range has blossomed to fourteen products, including six chocolate coated alternatives.

How does the company stand out in the market and what are the key selling points?

Nadiya Luxury Arabian Dates are regional gourmet products, equally suitable to be offered as gifts or for home consumption. The brand stands for traditional Arabian hospitality with a contemporary twist.

What have been the company's latest activities with the retail trade?

We have conducted in-store sampling, with several leading UAE supermarkets, to coincide with the peak gifting season. Our sampling programmes generate excellent conversion rates from trial to purchase among shoppers and will be continued into 2009.

What new products have been launched and what trends will they tap in the market?

Nadiya has recently added two delicious new products to its retail range of Luxury Arabian Dates: Luxury Milk Chocolate Dates with almond, pistachio, mocha and pistachio crocante fillings and Luxury Dark Chocolate Dates with pecan, pistachio, mocha and pistachio crocante fillings, both in 240g boxes. Both products are coated with the finest Belgian chocolate.

These two new selections have been developed especially to satisfy consumers who are particularly fond of either milk or dark chocolate and will complement the existing range of Nadiya chocolate date packs, which contain a mixture of milk, dark and white chocolate coatings. When was the company founded and how has the product portfolio changed since then?

Nadiya Ltd is a privately owned company, founded in Dubai in 2002, which initially established a thriving business in supplying five star hotels and customised corporate gifts.

Nadiya Luxury Arabian Dates were first introduced to UAE consumers during Ramadan 2004, with a range of whole and stuffed dates and two pack sizes. Since then, the range has blossomed to fourteen products, including six chocolate coated alternatives.

What are your predictions for the confectionery market this year?

We are cautiously optimistic about 2009. We have not yet experienced any downturn in sales due to the global credit crisis, but changes in international travel patterns might affect the future growth trend of duty free demand.

However, if money concerns cause people to cut back on dining out, they might be inclined to treat themselves more often from the supermarkets' shelves.

What are the company's plans for this year?

Nadiya will continue to focus on offering consumers a comprehensive range of delicious Luxury Arabian Dates confectionery, presented in elegant and stylish packs in all leading GCC supermarkets. Our in-store campaigns will encourage new consumers to share and enjoy the Nadiya experience.

COMPANY SPOTLIGHT: Store activation

"Kraft Foods has been in the MEA region for more than 8 years. While the key core categories have been Tang and Kraft cheese, Kraft MEA recognises its confectionery brand Toblerone, which appeals to consumers worldwide," comments Ahmad Yahya, marketing director, Kraft Foods MEA.

"To enhance the Toblerone presence in the market the past three years there has been greater focus with bringing the brand closer to consumers through introduction of new variants, activations in store and sampling outside the traditional platforms," he says.

"Further to the focus on Toblerone across GCC, to give consumers a wider choice Milka tablets were launched in the UAE. As part of the Toblerone 100 year celebrations in 2008, the new variants Fruit & Nut and Snowtop were introduced. Consumers were also given an opportunity to join the celebrations through in-store activation, giving them a chance to win 100 gold Toblerone triangles," he adds.

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