Global sensation: Viral ‘Dubai chocolate fever’ underscores impact of social media, exclusivity and regional flavours
The meteoric rise of FIX Dessert Chocolatier’s chunky chocolate bars this year can be attributed to the growing influence of social media on purchasing decisions, exclusivity, and unique regional flavours, an analyst has said.
Founded by Sarah Hamouda, the brand was launched in 2021 but only became viral this year thanks to food influencer Maria Vehera, who filmed herself eating the chocolate bar and posted the video on TikTok.
Since then, people from all over the world have shared their own reactions or tried to replicate the recipe at home, with the “Dubai chocolate fever” spreading beyond the UAE to the US, Europe, and Asian countries like South Korea and Singapore.
According to senior research analyst Monique Naval from Euromonitor International, this is the first time in recent years that a product from the Middle East has gained such global attention.
“While the Middle East has other unique chocolate offerings, such as chocolate-covered dates and camel chocolate, these have mostly been bought as souvenirs and their popularity have been rising organically over the years. In contrast, FIX’s instant growth has been supported by social media and its limited production indicates exclusivity.
“The increasing number of chocolatiers on social media has been driving consumer interest. With FIX’s variety of filled chocolates going viral online, it showcases the growing influence of digital platforms in shaping modern confectionery trends,” Naval told FoodNavigator-Asia.
GMG’s frozen foods brand Farm Fresh diversifies into healthy snacking category to capture Zillennials
UAE conglomerate Gulf Marketing Group (GMG)’s frozen foods brand Farm Fresh unveiled its growth strategy earlier this year by shifting its focus to healthy snacks, specifically targeting “older Gen Zs and younger millennials”.
Farm Fresh debuted its sub-brand Shnax which comprises chicken chips in various flavours, at Gulfood 2024.
Claimed to be made out of 100% chicken, the chips were aimed at “reshaping the snacking landscape, offering consumers a healthier, protein-rich snacking option, and showcasing the company’s growth”.
“In the last couple of months, we talked to our customers and realised that generally, people who consume frozen food products, such as chicken nuggets and fries, are the younger ones who have an interest in music, art, and gaming. They eat these foods like a snack.
“Based on these insights, as well as data from the region and around the world, snacks is the fastest-growing category at the moment. That says a lot about current market trends and where the world of food is moving towards. From an innovation perspective, we recognised the need to reposition Farm Fresh as a brand through our snacking options,” Roy Nasrallah, Vice President of Marketing at GMG, told FoodNavigator-Asia.
The demand for healthier snacks led to the birth of Shnax, developed to appeal particularly to Zillennials (people born between 1992 and 1998).
Snack strategy: Mondelez highlights affordability, portion control and variety as key drivers for AMEA market - WATCH
Snacking giant Mondelez has identified affordability, portion control and portfolio variety as important growth drivers for the AMEA snacking industry in an era when consumers have become increasingly fastidious about their spending.
Global economic and geopolitical conditions have resulted in increased demands from consumers all over the world for affordable options, even within the snacking market which maintained stable popularity after seeing rapid growth during the COVID-19 pandemic.
However, moving to simply slash prices is not a feasible strategy given rising ingredient costs as well as parallel consumer demands for product taste and health to remain as good if not better than status quo – so many brands have had to look to other strategies to make this happen.
“The demands from consumers in the Asia, Middle East and Africa (AMEA) region are really changing very fast, and particularly their expectations of snacks are almost changing from year to year,” Mondelez VP for Strategy and Commercial Excellence AMEA Tomas Centeno told FoodNavigator-Asia after presenting the results of the company’s latest State of Snacking report at Growth Asia Summit 2024.
“When it comes to snacking, it is pivotal to allow consumers to make choices, which means that portfolio variety is absolutely crucial, and the wrong attitude would be to completely cut back on any particular segment of snacks.
“During economic downturns like we are seeing, the part of the business that provides affordable options is quite important as consumers want to choose products that they can afford comfortably – but it is tricky as these products not only need to have the right affordable prices, but also the right quality, and we need to hit all those factors at the same time.”
Raising the bar: The Brooklyn Creamery adds protein ice cream bars to portfolio amid rising demand for fortified options
The Brooklyn Creamery has launched a range of protein ice cream bars in its domestic market and the UAE, where it is leveraging its partnership with a quick-commerce platform to meet growing consumer demand for protein-rich desserts.
Each chocolate-coated ice cream bar contains 5g of protein, 125 calories, and no added sugars to provide consumers with a convenient protein boost while indulging in premium ice cream.
According to The Brooklyn Creamery, this new series was created in response to the increasing demand for healthier ice creams and desserts globally.
“Between 2017 and 2022, the number of product launches with a high-protein or source of protein claim grew by an average of 17% annually in the Middle East, and there has been an uptick in demand ever since.
“Protein products are popular across all age groups and consumer lifestyles, and each customer group is adopting a protein-rich diet for different reasons. Our high-protein ice cream bars cater to the performance segment that is looking for functionality and premium ingredients along with taste,” Romil Ratra, CEO of Graviss Good Foods, parent company of The Brooklyn Creamery, told FoodNavigator-Asia.
Oat milk brand YOOK banks on ‘superior’ taste and texture to propel expansion into Asia and Middle East
Estonian oat milk brand YOOK has highlighted ambitions to capitalise on the pureness, nutritional value and “superior” taste of its products to break into the Asian and Middle Eastern markets.
The brand was introduced to a global audience at Gulfood held in Dubai, where its Organic Oat Drink won the “Best Health and Wellness Product” prize at Gulfood Innovation Awards 2024.
“We are really happy to enter the market with such a big bang. Our target markets are divided into two — Asia and the GCC, where we are actively looking for distributors and potential partners to begin exports to these regions. This is mainly why we are participating in Gulfood.
“We’re also seeing a lot of demand from Asia, such as South Korea, Vietnam and Singapore, so we are very positive [about expansion],” Katre Kõvask, CEO of YOOK Production, told FoodNavigator-Asia.
“In the dairy sector, the product development cycle is very fast. This will probably also be the future for oat drinks or any plant-based products, so we will have to keep up. At the same time, we need to constantly work on finding new markets.”
Saudi’s SADAFCO opens new Makkah site as regional demand grows
Saudi food manufacturing major Saudia Dairy and Foodstuff Company (SADAFCO) has stated plans to raise operational and supply chain efficiencies through its depot in Makkah, amid rising demand from neighbouring markets.
Its newest facility, located in the Saudi Authority for Industrial Cities and Technology Zones (MODON), aims to improve SADAFCO’s value chain and capture growth opportunities in the region, as the firm has observed “steadily growing demand” for foodstuff supplies from neighbouring countries.
With the new facility, the company has highlighted hopes to achieve cost savings, and cater to the rising demand more efficiently and sustainably.
“Taking pioneering steps in innovation is vital for SADAFCO’s sustainability, as well as for enhancing the well-being of society and the environment as a whole.
“SADAFCO has an established sales and distribution network throughout Saudi Arabia and across the GCC region. We are working to meet the growing demand in the neighbouring cities, keeping in mind the geographical importance of the new depot’s location,” said Patrick Stillhart, CEO of SADAFCO.
Japan’s Aiya eyes growth opportunities in Middle East’s nascent matcha market
Japan-headquartered Aiya has been eyeing growth opportunities in the Middle East, where the matcha market is still in its infancy and has significant room for expansion.
Aiya is a leading matcha producer with offices around the world, including China, Thailand, England, Germany, France and Austria.
The firm made its entry into Middle East five years ago, at a time where matcha was relatively unknown in the region.
“We are working on this market on a long-term strategy. Just two years ago, I had to explain what matcha is during the Gulfood trade show. Today, people are looking for matcha. They now know that it’s healthy and good for them, which is good for our business.
“Our aim is to bring matcha into every supermarket, every coffee shop, and every home. We strongly believe that matcha is the healthiest of all teas, having 10 to 15 times more nutrients than regular green tea,” Thomas Gromer, CEO of Aiya Europe, told FoodNavigator-Asia.
“When people experience a new drink and they like it, they would want to have it at home. That’s when we take the second step to do B2C. We have a range of tea latte mixes, which you can simply add milk of your choice and enjoy it at home. These ready mix products are very convenient.”
Dubai snacks firm SMITHS eyes Asia expansion with products pandering to consumer flavour preferences and clean-eating trend
Dubai-based snacks firm SMITHS has had its eye on a bigger share of the Asian market by banking on its long brand history, and introducing products that are cleaner and tapping on evolving flavour trends.
SMITHS claims to be a leading snacking brand in the Middle East, with ambitions to build a bigger presence in the Asian market.
“We make potato chips that are made from 100% potato. The best-performing ranges are Square Crisps and Baked Corn. We have classic flavours like curry, and salt and vinegar, and newer ones like tomato. In Asia, the Qrakers line does very well.
“At Gulfood, one of our biggest launches is the Honey Butter flavour for Baked Corn. It has a sweet and savoury taste designed with Asian markets in mind. We will be expanding this flavour line very soon,” Nadir Saigo, CEO of Saigol & Gulf, told FoodNavigator-Asia.
While the honey butter craze first sparked in South Korea and subsequently spread across Asia, Saigo said that the flavour has also gained traction among Middle Eastern consumers.
Saudi Arabia’s Vlinder Chocolate enters South Korea amid relentless ‘Dubai chocolate’ craze
Saudi Arabia’s Vlinder Chocolate debuted its “Dubai chocolate-style” products in South Korea this year on the back of the viral food trend that took the market by storm over the past year.
To capitalise on the filled-chocolate bar craze that originated from Dubai, Korean convenience store chains such as CU and GS25 have launched their own versions that are priced higher than regular chocolates but still quickly sold out.
This year, the market also saw the arrival of another popular Middle Eastern chocolate brand called Vlinder Chocolate, which is owned by Kareem Sweets, one of the oldest confectionery manufacturers in Saudi Arabia.
A total of six flavours were introduced, including Crispy Kunafa & Pistachio, which bears semblance to FIX’s signature Can’t Get Knafeh of It.
The other flavours were Crispy Kunafa & Pecan, Crispy Tahini & Peanut Butter, Crispy Kunafa & Bueno Chocolate Bar, Crispy Peanut Butter & Biscoff, and Crispy Baklava & Pistachio.
“These flavours provide a taste experience of authentic Middle Eastern desserts with unique characteristics depending on the ingredients,” said Crefun, the exclusive importer of Vlinder Chocolate in Korea.
‘No longer a niche’: Hunter Foods expands product line-up to meet healthy snacking demands while eyeing threefold growth
Middle Eastern snacks firm Hunter Foods expanded its product range and repackaged its best-sellers this year amid booming consumer demand, in a bid to stay ahead of rising competition in the category.
A leading manufacturer of better-for-you gourmet snacks in the UAE, Hunter Foods introduced its latest products, mushroom chips and okra chips, at Gulfood in Dubai.
“One of the areas we see a huge opportunity in is plant-based [snacks]. Within that, mushroom is an ingredient that is trending globally. Also, okra is a vegetable that is included in many Middle Eastern and Indian dishes. In fact, it has been part of our vegetable chips range for many years.
“A key reason why we are now selling it separately is because there has been a lot of interest from our customers who have been picking out okra from our vegetable chips, as they like it so much,” Ananya Narayan, CEO of Hunter Foods, told FoodNavigator-Asia.
The brand also relaunched its popular Hunter’s Ridges range, which are ridged potato crisps that come in flavours like Himalayan Pink Salt, Hot & Sweet, and Sour Cream & Onion.
“We’ve had huge success with our Hunter’s Gourmet Truffle Collection over the last few years, with exports going to over 65 countries today. We thought it was the right time to relaunch it, and have the white truffle range in white packaging and the black truffle range in black packaging, just to make the differentiation a little clearer.”