Dubai-based Binghatti Beverages, the beverage manufacturing arm of Binghatti Holding, will unveil its latest ground-breaking products at the upcoming 24th edition of Gulfood to be held next week, in Dubai, UAE.

Gulfood, the world’s largest annual food and beverage trade exhibition, will take place from February 17 to 21, at the Dubai World Trade Centre (DWTC).

Established to provide world-class beverages catering to the unique tastes of the Middle East, Binghatti Beverages focuses on capitalising on the region’s growing FMCG industry by commercialising the traditional juice flavours ethnic to the Middle East.

The company intends on using its platform at Gulfood to unveil and showcase its latest products and brands in the UAE and hit the ground running with its state-of-the-art production facility in Kizad, Abu Dhabi.

The fast-growing company invested more than Dh500 million ($136.12 million) in its Kizad based production facility with a plot spanning over more than 1 million sq ft. This facility produces several products, such as Raubi of London and Milkster, which are sold at many stores including Carrefour and Zoom Market, in addition to many different cooperatives.

The company also exports its products to several markets in the Middle East and Africa and is supported by its own FMCG distribution firms located in the UAE, Lebanon, Jordan, Iraq, and the UK.

Binghatti Beverages has begun implementing its aggressive growth strategy with intentions to enter new markets in the GCC and Africa before expanding into the massive markets of India, Pakistan, China, and Southeast Asia.

The company plans on using the UAE’s diverse cosmopolitan community as a baseline for predicting trends in the FMCG industry over the next five to ten coming years. 

Thus far, Binghatti Beverages’ products have only relied on ordinary marketing and word of mouth campaigns to develop its exposure. The quality and taste of the company’s products have truly spoken for themselves and millions of people throughout the Middle East and Africa have chosen Binghatti Beverages’ products for their distinctive tastes and quality.

Binghatti Beverages has lately taken the spotlight during the 9th edition of SIAL Middle East exhibition by receiving the 2018 best food establishment award from the Food Control Division of the Abu Dhabi Food Control Authority.

The leading company received this award thanks to its high-quality standards, dynamic growth and success led by its chief executive officer and head of Architecture Muhammad BinGhatti.

The innovation, vision, and confidence of the company’s leader allowed Binghatti Beverages to become a fast-growing company offering high-quality beverages products. The company was given this award at the Abu Dhabi National Exhibition Centre (Adnec) during the SIAL Middle East exhibition on December 12, 2018.

Muhammad BinGhatti, CEO and head of architecture at Binghatti Holding, said: “Gulfood is the world’s premier event for FMCG which has over the years proved to be the ideal platform for us to showcase our latest products and achievements to different visitors and businesses.”

“We intend on capitalising on our position at the event to meet with the best agents and distributors in the region in our quest to become the number one beverages company in the Middle East,” he added.

“We are honoured to unveil our latest products and brands during the event which is expected to attract upwards of 98,000 attendees from 198 countries with 5,000 exhibitors and 120 country pavilions vying for business,” he added. – TradeArabia News Service