Dubai-based camel milk chocolate company, Al Nassma Chocolate, has signed a partnership deal with Harrods under which all its premium brand collections will be made available at the London department store.

Al Nassma said in the Gulf region, camel milk is prized for its historical significance as a dietary staple in the formative years of the UAE’s development, as well as for its health benefits, with a high vitamin and mineral content, antiviral and antibacterial properties and low fat content.

The first and sole producer of camel milk chocolate in the world, Al Nassma will bring its full range of artisan chocolates and pralines to the Knightsbridge-based store, said a top official.

"Harrods is a name that resonates with lovers of luxury around the world, and its London flagship is a repository for innovation and exclusivity," remarked Martin van Almsick, the general manager of Al Nassma Chocolate.

"As an exclusive product conceptualised and produced in the UAE, that has rapidly gained global consumer appreciation, we feel that the exotic appeal, recognised quality and high-end positioning of the Al Nassma brand will be well received by Harrods customers," he added.

A locally-inspired brand, which was established in Dubai in 2008, the Al Nassma concept took four years of intensive research and development to bring to market, with its growing collection of chocolate and pralines now available in a limited number of handpicked international locations.

According to van Almsick, ten years ago, a non-European premium chocolate was not even imaginable.

"Yet, here we are, a thriving UAE brand producing an authentic elite chocolate matching highest standard. The fact that an upscale department store with a long tradition and an impeccable reputation such as Harrods, has opened its doors to a niche brand such as ours, reflects a global trend towards innovative, out of the box luxury products; quality and innovation over quantity. We thank Harrods for the trust in our product and its potential in the UK market,” he added.

"Al Nassma brings something completely new and exciting to the confectionery business. As the sole producer of camel milk chocolate we are a sub-category in our own right, and have quickly grown the brand from grassroots level to a name that can hold its own among the confectionery giants of the world," stated van Almsick.

“The combination of our commitment to delivering a luxurious halal-approved range made with all-natural, artificial additive-free ingredients, and the niche availability of the brand, which is retailed only through selective high profile partners, is a winning recipe,” he added.-TradeArabia News Service