By Andy Sambidge
Agreements will see likes of Man City, Liverpool confectionery sold in Gulf region.
A leading UK sweets manufacturer has signed deals worth more than $9 million with GCC distributors keen to sell confectionary linked to top Premier League football clubs.
Sweet Cred has confirmed two year deals with distributors including the Al Bahar Group in Kuwait, Balsharaf in Saudi Arabia, Federal Foods from the UAE and Qatar, and VMB Brothers in Bahrain.
The company has the exclusive rights to the Liverpool, Manchester City and Manchester United football brands and produce confectionery with the club’s logos across a variety of sweets.
The deals were completed on the first day of Sweets Middle East and SnackTec Middle East exhibition, the company said in a statement.
“We find the Middle East a young market ready to accept new and exciting products which are brand and quality conscious,” Clive Garrard, CEO, Sweet Cred, added.
According to the Economist Intelligence Unit, GCC spending on food imports is set to reach $49 billion by 2020, with the sweets and confectionery market worth AED300 million in the UAE alone, and growing at 10 percent annually according to the Dubai Chamber of Commerce and Industry.
Sweet Cred first broke into the Middle East market by exhibiting at Gulfood 2008 where it generated great interest for its products.
This is great news: we don't have sufficient quantity of confectionery and sugar available - so this will definitely help plug a gap: it is hugely unlikely that the average resident in UAE/GCC is consuming sufficient quantities to counteract all the vegetables, fruit and beneficial liquids they consume - so a steeper revenue growth should be achievable.