UAE’s Truebell targets a wide range of new Far East flavours

UAE’s Truebell targets a wide range of new Far East flavours
Published: 23 July 2019 - 9:59 a.m.
By: Logistics Middle East Staff

UAE-headquartered Truebell is targeting a wide range of new flavours from Eastern Asia as it continues to expand its portfolio of global products over the next 12 months.

Asian cuisines – primarily Japanese, Chinese and Thai – have consistently been amongst the top food choices in the UAE for several years, according to KPMG’s UAE 2018 – Food & Beverage Report titled ‘Food for Thought’.


And, while these styles of food continue to be popular with UAE nationals, locals, expatriates and tourists alike, Truebell is now capitalising on an opportunity to expand its Asian offerings by trialling new flavours from countries such as Vietnam and Korea.

Research from Dubai Statistics Centre’s (DSC) yearly population estimates, revealed Dubai had a total population of over 3.1 million in 2018 of which 2.9 million were expats, with 85% Asian, primarily from India, Pakistan, Bangladesh, Sri Lanka and the Philippines.

There has also been a growing number of Chinese, Japanese, Malaysian and Korean expats flocking to the emirate in recent years further underscoring the demand for a greater offering of Asian foods.

Truebell divisional manager, Retail & Food Service, Bhushant J. Gandhi said: “Over the last few decades, the region has become a melting pot of ethnicities, resulting in the globally-attuned F&B destination that we see today.

“Despite the wide selection of cuisines available in the country, Asian, Indian and Italian flavours have dominated, remaining top preferences over the years – which is somewhat reflective of the UAE’s demographics and of course its favourite dishes.


“That being said, trends have evolved especially over the last year – demand for food stuff and other ingredients from the Far East is expanding well beyond just the most popular and recognisable Japanese and Chinese dishes - and as a result, Truebell is working to align current and future supplies with this developing trend.”

At present, Truebell has more than 60 global products in its portfolio including popular brands from East and South East Asia such as Yakult probiotic drink, San Miguel Foods, Sin Mui Heng Dimsums, Daesang Chonga Kimchi, Kikkoman Soy, Laco Edamame, Nissin Noodles and Purefoods, with Malay food products soon to be added, as the company begins to source products from Malaysia, further boosting its line of Asian food offering in the region.

Following the opening of their new state-of-the-art distribution centre during the third quarter of 2018, Truebell has been working to introduce a wide range of new flavours for the region’s multicultural society and diverse palates - with products from countries including Germany, Brazil, Japan, Greece, Philippines and the UK already added to Truebell’s portfolio.

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