Food Empire Holdings, a leading Singapore-based food and beverage group, has announced plans to boost its presence in Saudi Arabia with the launch of more outlets to serve its leading coffee brand ‘Klassno.’

‘Klassno,’ is currently available across over 500 stores across Saudi Arabia. The company has partnered with ‘Ba Abdulrahim Trading Company’, a leading distributor in the Kingdom to reach out to all the major hypermarkets and supermarkets in the country.

In Saudi, Klassno brand includes instant cappuccinos available in 5 distinct flavours – ‘Irish Cream’, ‘Mocha’, ‘Gold’, ‘Latte’ and ‘Traditional’.

The other products under Klassno include 3-in-1 coffee mix, 2-in-1 coffee mix (without sugar), 4-in-1 coffee mix with hazelnut flavour, hot chocolate mix, non dairy creamer in addition to  instant coffee in jars - Rich Arabica (agglomerated coffee) and Gold (freeze dried) coffee. The company acquires coffee beans from across the globe to create the perfect blend.

Being the biggest market in the Middle East with an annual growth rate of around 18 per cent, Saudi Arabia is a strategic market for the company, said a top official.

The company has been addressing the needs of coffee drinkers in the country for the last few years, said Abhishek Gupta, the country manager, Food Empire, Middle East.

“We have experienced a great demand for our products from Saudi coffee lovers from across the country. In order to cater to the growing demand, we have decided to expand our presence in Saudi Arabia. Coffee is an integral part of the country’s lifestyle and we aim to provide them with the best blend that we have developed over the years and currently enjoyed by people across the globe," stated Gupta.

"We wanted to redefine the concept of coffee making and drinking in the Middle East and our coffee masters after years of research have developed a perfect blend that suits the tastes of our customers in the region," he added.

Food Empire is a key manufacturer of instant beverage products, snack food, frozen convenience food and confectionery and Its products are exported to over 60 countries in markets such as Russia, Ukraine, Middle East, Kazakhstan, Central Asia, China, Mongolia and the US.

On the highly competitive Saudi market, Gupta said, "Price and packaging are integral factors in a customer’s decision making process but ultimately, it is the experience that etches a favourable impression in the consumer's mind."

"We strongly feel that this is the key factor that enables Food Empire’s products to enjoy exponential growth across the globe. We are able to repeat our performance year-on-year because of our undying commitment to quality and constant reinvention to make great products even better,” he added.-TradeArabia News Service