Dubai’s Freakin’ Healthy ramps up consumer-driven NPD to beat growing competition after Agthia acquisition
Following the acquisition by Agthia in December 2021, Freakin’ Healthy’s business has been given 'robust support' by the Middle Eastern FMCG heavyweight.
“It has enabled synergy with other companies in the Agthia portfolio, improving our efficiency and sourcing capabilities. Agthia’s extensive resources and expertise have allowed us to scale up production and expand our market reach, ensuring that we continue to provide high-quality, healthy snacks to consumers.
“One of the greatest strengths is preserving the entrepreneurial spirit of Freakin’ Healthy in terms of innovation and culture,” Roy Koyess, founder of Freakin’ Healthy, told FoodNavigator-Asia.
The brand’s product development is guided by continuous monitoring of consumer trends.
“We have observed a significant shift in consumer preferences towards healthier snack options in the Middle East. This trend is evidenced by the increasing presence of UAE-based healthy snack brands on retail shelves, making the market more competitive. Consumers are much more health literate and expect brands to be transparent about ingredients and claims.
“Our R&D team is consistently working on new product innovations. We are excited to soon introduce new varieties of protein-based bars and are actively exploring more sustainable packaging options. These products cater to evolving consumer tastes and preferences, so that we remain at the forefront of the healthy snacking industry.”
Freakin’ Healthy’s line-up comprises a variety of 'healthy yet indulgent' snacks, such as energy balls, nut butter bites and spreads, fruit and nut bars, raw chocolate bars, granola bars and cereal, superfood bars, cookies, and jellies.
Besides the top-selling energy balls, which come in five flavours, the chocolate-dipped nut butter bites are also said to be popular.
To date, the brand has penetrated various markets across the Middle East, including Saudi Arabia, Bahrain, Kuwait, Qatar, and Lebanon, in both retail and e-commerce channels.
Through its US brand, Freakin’ Wholesome, it has established presence in major supermarket chains like Costco, Sprouts Farmers Market, and H-E-B.
“Our entry into Costco US makes us the first UAE-based healthy brand to do so. The wide availability [of these supermarkets] ensures that our products reach health-conscious consumers across multiple states.
“We are continually looking at expanding our global footprint and we see significant potential in the US, particularly with Freakin’ Wholesome. Our nut butter-filled dates have garnered considerable consumer interest there. Given the rising demand for nutritious and innovative snack options, we believe the US is a promising market for our date-based healthy snacks.”
Koyess added that Freakin’ Wholesome is looking to introduce new date-based products, such as nut butter-filled dates dipped in chocolate, to the US market.
Poised for growth
Based on Koyess’ observations, the healthy snacking category is poised for substantial growth in the coming years.
“We anticipate an increased demand for healthy and functional snacks that offer not only nutritional benefits, but also align with consumers’ ethical and environmental values.”
Trends such as clean label, sustainability, and convenience are expected to continue shaping the industry, while novel product formats and flavours that satisfy diverse dietary needs and preferences will drive market expansion.
“At Freakin’ Healthy, we are committed to staying ahead of these trends by continuously evolving our product offerings to meet the growing demand for healthy, delicious, and sustainable snacks.”
