Al Rabie Saudi Foods, the leading producer of dairy products and juices in Saudi Arabia, has launched an expansion plan aimed at gaining the lead in the Gulf’s food and beverage market.

The company has already started upgrading the logo and packaging of its Awal Qatfa line of ready-to-eat food as part of the initiative.

The company is aiming for a stronger market position as the region’s food imports alone are expected to exceed SR180 billion ($48 billion) by 2020.

Its Awal Qatfa range of ready-to-eat products was introduced in 2006 using tetra re-cart packaging. The innovative carton packaging enables food products such as beans, vegetables and soups to remain shelf-stable for up to two years, a statement said.

“Awal Qatfa is a selected product to focus the initial stages of our regional growth agenda on, as it offers a broad collection of high-quality ready-to-eat foodstuffs that are free of preservatives and artificial coloring,” said Monther Al Harthi, CEO, Al Rabie Saudi Foods.

“It represents our commitment to health, convenience, and innovation.”

Abdul Mohsin Abuharba, head of corporate communications, PR & CSR, Al Rabie Saudi Foods, said: “The new technologies we have adopted for products such as Awal Qatfa have helped raise industry standards throughout the Gulf.”

“Our expansion strategy will broaden the regional reach of our world-class foodstuffs and reinforce our status as a major food and beverages player,” he added. – TradeArabia News Service