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Singapore coffee brands to expand in ME

Dubai, July 10, 2011

Food Empire Holdings, a leading Singapore based food and beverage group, said that the company will further strengthen its coffee brands in the UAE and across the Middle East and Africa region.

Klassno and Maccoffee, the two leading coffee brands from Food Empire, are currently available across the region.

Food Empire’s sales grew in all the Group’s key regions including the Middle East resulting in a 30.4 per cent increase in full year revenue.

Revenue rose to $175.8 million in 2010 from $134.8 million in 2009 with all the Group’s regions delivering double digit growth. The company’s products are exported to over 60 countries that include markets such as Central Asia, Middle East, China, India, Mongolia and the US.

“Coffee consumption in the UAE has almost doubled since 2005, rising to 7,156.4 tonnes in 2010, according to the market research group Euromonitor. Coffee therefore is an integral part of the Arab world and we aim to provide them with the best blend that we have developed over the years and currently enjoyed by people across the globe,” said Abhishek Gupta, head - Regional Sales and Marketing - Middle East, Food Empire Holdings.

“We wanted to redefine the concept of coffee making and drinking in the Middle East and our coffee masters after years of research have developed a perfect blend that suits the tastes of our customers in the region.”

“We have experienced a great demand for our products from across the region and our products are available in all the major supermarkets. We will be expanding our presence across more locations in UAE and the region in order to address this growing demand,” he added.

Since its public listing in 2000, Food Empire has won numerous accolades and awards including being ranked as one of ‘The Most Valuable Singapore Brands’ by International Enterprise Singapore, the lead agency driving Singapore’s external economy.

Maccoffee was ranked as one of the ‘strongest’ Singapore brands and the company was named as one of the best ‘under a billion’ companies in Asia by Forbes Magazine.

“From production through to tasting, nothing is taken for granted. One can start a whole new tradition with instant coffee as each packet delivers the intense, smoky flavour loved by the customers. This is why every cup from our blend delivers the ultimate coffee experience,” said Gupta.

"In the Middle East under Klassno brand, we are focusing on instant cappuccinos which are available in 5 distinct flavours – Irish Cream, Mocha, Gold, Latte and Traditional.  Other products under Klassno include coffee mix with and without sugar, hot chocolate mix, non dairy creamer in addition to agglomerated and freeze dried coffee in jars.”

“Our Maccoffee brand offers customers with 3 in 1 coffee mix that is available in 3 flavours – Original, Strong and Caramel. Other products under Maccoffee include cappuccinos, non dairy creamer and agglomerated and freeze dried coffee in jars,” added Gupta.

“In a competitive market, price and packaging are integral factors in a customer’s decision making process but ultimately, it is the experience that etches a favourable impression in the consumer's mind.”

“We strongly feel that this is the key factor why Food Empire’s products have enjoyed this exponential growth. We are able to repeat our performance year-on-year because of our undying commitment to quality and constant reinvention to make great products even better,” concluded Gupta. - TradeArabia News Service




Tags: UAE | Dubai | Singapore | Food Empire | Coffee brand | Klassno | Maccoffee |

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