Emirates Industry for Camel Milk and Products (EICMP), the world’s biggest commercial camel milk producer, has unveiled its newly-developed brand identity for its Camelicious camel milk products at the 20th anniversary of Gulfood, Dubai, UAE.

The event, is the world’s largest annual food and hospitality trade show, will bring EICMP exposure to an audience of local, regional and international food industry professionals, Gulfood currently ongoing will conclude on February 12, said a company statement.

Having received permission to be the first and only company to sell camel milk products in both the European Union and Malaysia - where it has also been awarded the Malaysian Halal certificate – in 2013, the rebranded Camelicious products will now spearhead EICMP’s entry into international markets, it added.
 
Mutasher Al Badry, deputy general manager and business development manager for EICMP, said: “Ever since we launched the Camelicious product line nine years ago, we’ve successfully established our camel milk in the UAE market. Our focus is now on growing a popular UAE brand into a global player.”  

In addition to its new-look Camelicious products, EICMP has recently added other innovative camel milk products to its range. And with further new launches and lines due to hit retail shelves in the near future, Al Badry is targeting international food retailers and distributors, as well global hospitality professionals, at Gulfood 2015.

“We are glad to be part of this year’s historic 20th Gulfood,” added Al Badry.

“This strategic exhibition represents an ideal platform for us to introduce our rebranded product line to the trade and to network with a multitude of specialist retailers, distributors and wholesalers who can help us turn one of the UAE’s most loved home-grown products into a global halal-certified brand,” he said.

“Our product is very unique and launching our rebrand at Gulfood is no coincidence – the world-class audience this fair attracts is ready-made to educate potential buyers and facilitate the growth of Camelicious in overseas markets,” he added.

EICMP is also leveraging Gulfood 2015 to explore prospective product development collaborations in the use of fresh camel milk, camel milk powder and powdered camel whey in the cosmetic, pharmaceutical and functional food industries.

The Dubai-based company is also exploring new technologies, machinery and ingredients to aid its future growth at Gulfood 2015.

“Our goal is to remain an innovative-driven market leader and to fuel the growth of this young camel milk products industry in the UAE.

“The audience, contacts and opportunities available at a show such as Gulfood significantly enhance our potential to realise our overall vision,” he concluded. – TradeArabia News Service