UAE's Truebell inks new global retail distribution deals

Importer Truebell enters into exclusive agreements with a number of brands including Yorkshire Tea, La Rose Noire, Nocciolata and Sacla
UAE's Truebell inks new global retail distribution deals
Truebell said its retail and food services business continues to benefit from the Gulf’s favourable geography and the ongoing growth in hospitality and retail.
By Sam Bridge
Sat 11 May 2019 09:41 AM

UAE-based Truebell, an importer of fast-moving consumer goods (FMCG), is set to add a wide range of new flavours to its portfolio of over 10,000 products.

The retail and food services division of the company said it has entered into exclusive distribution agreements with a number of brands including Yorkshire Tea, La Rose Noire, Nocciolata and Sacla to begin distributing their products during the second quarter of 2019.

Leading retailers across the UAE such as Spinney’s and Carrefour will be stocking up on products such as OHO cereals from Lithuania, Yorkshire Tea from the UK and Bulla Dairy from Australia, it said in a statement.

Its food service division will also see the launch of a wide variety of products from Sacla’s antipasti range from Italy as well as baked sweet treats from The Cookie Tree (US), Tortilla Mexicana wraps (Serbia), BoBo frozen food products (Singapore), Palaccio Mondelez Cake (Spain), over 12 favours of Komplet’s cakes (Germany) and a range of chocolate products from La Rose Noire.

Jitendra Gandhi, director, Truebell, said: “These new partnerships further underscore our expansion plans in the retail and food sector following the opening of our new state-of-the-art distribution centre in September last year.

“The 25,000 sq m fulfilment centre, which is located in Dubai Industrial Park, allows us to accommodate a wider range of dry, frozen and chilled goods in greater volumes. This facility was custom-built and incorporates technology, which enables us to provide exceptionally efficient service, delivering the freshest, top quality products to our customers.”

Truebell said its retail and food services business continues to benefit from the Gulf’s favourable geography and the ongoing growth in hospitality and retail.

According to KPMG’s latest F&B sector survey, Dubai alone is home to 2,935 F&B outlets per million residents – second only to Paris which currently has 3,656 outlets per million residents.

According to Gandhi, one of the biggest challenges facing distributors at present is the increasing number of large retailers in the region who are establishing their own distribution centres and working directly with the brands they sell.

“While this has created some disruption for distributors across the region, we haven’t felt the impact as our new fulfilment centre has enabled us to position Truebell as a leading distributor with an impressive sales arm and the most advanced logistics infrastructure,” he said.

“Plans are already afoot to expand our wide-range of existing products under our retail and food services division, with further announcements expected throughout 2019,” he added.

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