Freshii, the North American health food sensation, made its Middle Eastern debut with the opening of its first regional outlet in DIFC district, Dubai.

The Freshii team is committed to setting a blueprint for the concept of healthy 'fast food' for the Middle East and to guiding individuals into making healthier eating choices, said a top official.

'The first outlet is located in Dubai's prestigious DIFC district, the perfect venue for the health aware, high-achieving Freshii customer base. We think patrons in Dubai, like others around the world, will demand fresher, healthier options from quick service restaurants in years to come, and Freshii will fill that need,' remarked Jennifer Ridgway, managing partner of Freshii ME.

'Freshii brings high quality, customizable menu options. The ingredients are fresh and healthy, but at the same time, full of taste and very filling,' she added.

According to Jennifer, the company plans to open five more Freshii stores in the region in addition to a mobile website for ordering via blackberry and a UAE iPhone application.

Freshii's menus operate around a 'build your own' format, offering salads, burritos, wraps, rice bowls, yogurt, and soups, she said.
 
'Each dish is personalized with ingredients from three categories: Light -­ super low in fat, and high in fibre, essential vitamins, minerals, anitoxidants, and lean protein; Balanced - essential fats, slow-­ burning carbs, good oils and high protein; and Classic - great flavours to be enjoyed in moderation,' Jennifer explained.

Since the first store opening in Toronto in 2005, Freshii's inimitable laid-back atmosphere has brought the concept swift popularity and triggered its expansion across North America and beyond.

Freshii now holds 60 locations open and under development in over 18 cities around the world, including its first European outlet in Vienna, Austria.

Matthew Corrin, Freshii founder and CEO, said, 'Diabetes, heart disease, and obesity are an endemic crisis in the GCC, which is wholly preventable; restaurants must be socially responsible and arm customers with health­conscious choices.'

'At Freshii, we offer more fresh customizable items that leave our customers energized, light, and feeling fantastic, instead of weighed down by one of the many diseases caused by unhealthy eating choices,' Corrin added.-TradeArabia News Service