Nezo, a leading retail salt brand of AkzoNobel Specialty Chemicals, has unveiled a new brand identity and further plans for growth in the Middle East.

Nezo is sourced in Netherlands and Denmark from underground deposits created million years ago by the evaporation of Zechstein sea. It has been a reliable kitchen companion in the Middle East since 1950s with distributors appointed across Bahrain, Qatar, UAE and Oman.

Khadija Nadi, global sales manager, AkzoNobel Salt Specialties, said: “With 100 years of craftmanship and love for salt, Nezo gets a brand-new look.”

“The new packaging introduces a unique segmentation and navigation system to guide consumers in selecting the best salt for their desired culinary application, thus maximising the flavour of meals,” she said.

“Nezo has been adding a ‘pinch of great taste’ to food since 1929 and it is one of the purest forms of salt in the world,” she added.

Nadi added: “Our business has been growing steadily year-on-year across the Middle East markets. According to the results of a local study we conducted in the UAE, many consumers think of Nezo when they think of salt, which shows the popularity of the brand.”

“We now plan to enter new markets including Saudi Arabia, Iran, Jordan and Kuwait. We will also diversify our portfolio with the introduction of new products planned for this year. We offer a range of salts suitable for every home, and restaurant or catering business,” she said.

“Our new packaging clearly guides customers on the suitable application of various grain sizes. Salt is the essential ingredient for a good meal, which is a recipe for a happy family. We know what salt can do for you, which is why we supply our purest salt for better health,” Nadi concluded. – TradeArabia News Service