Choithrams, a leading UAE based supermarket chain, will introduce over 1,000 Tesco products, following an exclusive agreement with Mena Holdings Group, Tesco’s exclusive distributor of private label for the Middle East and North Africa.

The agreement ensures that Choithrams is now the only retailer in the UAE authorised to stock the full range of Tesco private label products, said a statement.

This wide range of products includes grocery, health and beauty, frozen, non-food and fresh products and will be rolled out to all stores over the next few weeks, it said.

Choithrams, the original pioneers of the supermarket concept in the UAE, opened its first supermarket in 1974 in Dubai and since then has expanded throughout the Emirates and the Gulf.  It is part of an international group that has operations in 25 countries.

Over 500 Tesco products are currently available in the 32 Choithrams stores and the number is expected to reach 1,000 by September 2014.

K T Pagarani, managing director of Choithrams, said: ‘’It is with great pleasure that we announce the details of our strategic collaboration with Tesco. We look forward to building a long-term relationship during which we can offer exceptional quality and broader choice to UAE consumers.’’

Dinesh Pagarani, special projects director of Choithrams, added: ‘’Our goal is always to offer the very best for our customers and with the addition of Tesco products to our portfolio we are leading the way by bringing the best of British food products to the UAE consumers.’’

“The Tesco private label range is world renowned for great quality, choice, and price. These exceptional products delight millions of customers in many countries everyday and we are very pleased that Choithrams customers will now be able to enjoy the same products in their local Choithrams stores,” said Darren Craven, group chief executive officer M H Group.

 ‘’We are pleased to be working with Choithrams in the UAE after our due diligence showed them to be the most suitable partner for Tesco in this market, as well as a company that is aligned with our overall vision and who will reinforce our brand’s identity and integrity,’’ concluded Gareth Bowen, Tesco UK export executive. – TradeArabia News Service