Healthy FatBroccoli frozen ready meals launched in UAE market

Healthy FatBroccoli frozen ready meals launched in UAE market

  • Unveiling of locally produced, 100 per cent natural frozen food range comes in light of rising consumption of fresh ready meals in country
  • UAE frozen food sector is predicted increase at a compound annual growth rate of 4.87 per cent during 2021-2026
  • New nutritious products aim to help address obesity and other health issues while contributing to UAE’s food security program 

Dubai, UAE, February 28, 2022: Start-up company Nowadays Trading has officially marked its entry to the UAE’s healthy fast-food segment with the launch of its one-of-a-kind, market disruptive healthy frozen ready meals under its new FatBroccoli brand.

The newly introduced FatBroccoli products features locally produced healthy frozen food with 100 per cent natural ingredients. The nutritious fast-food will be available in schools, gymnasiums, universities, hospitals, petrol stations, government offices, service centres, airports, and other high footfall areas. From the UAE, FatBroccoli aims to expand into new territories, such as having 20 outlets in other GCC markets are already in the pipeline.

The launch of the new, innovative food concept of the home-grown FatBroccoli brand comes amid the rising consumption of fresh ready meals in the country as well as the exponentially growing local frozen food market. At the onset of the pandemic in 2020, the value of the UAE frozen food sector stood at USD 790.74 million and is predicted to jump higher at a compound annual growth rate of 4.87 per cent during 2021-2026. The figures are based on a study conducted by[1].

Similarly, the retail sales value of healthy food with natural ingredients in the UAE jumped 4.9 per cent in 2020 to reach USD 493 million as per the report of the Dubai Chamber of Commerce and Industry. The same Dubai Chamber report revealed that the ‘free-from food’ segment recorded a 9.6 per cent increase in 2020 that amounted to USD 32 million.

The country’s overall food industry is on an upward trajectory driven by its booming population, rising income and increasing tourist arrivals. Within the frozen food segment, one of the key demand drivers is the consumers’ increasing preference for healthy ready-to-eat dishes for convenience in light of their fast-paced lifestyle.

Gilbert Kahawaty, Co-founder and Director of Strategy, FatBroccoli, said: “The UAE is home to many nationalities of diverse cultural backgrounds. When it comes to food, FatBroccoli aims to offer them cuisines that they miss and love back home. We got very inspired by top cuisines in the world, and we carefully crafted our menu to cater several nationalities which helps a lot not only providing the whole UAE a food concept that has already been embraced in the UK, the United States, and many European and Asian countries, but a line of healthy frozen meals that is a convenient way for health-conscious consumers to prepare and eat nutritious food despite their demanding schedules. With fresh ingredients, frozen food is a nutritious choice for many who lead a busy life but still aim for a healthier lifestyle.”

Kseniia Khrypun, Co-founder and Director of Innovation, FatBroccoli, said: “The entry of our products to the Emirates comes at the most opportune time, as the government continues to step up its efforts to build a healthy population and combat various health concerns such as obesity. Through our healthy frozen ready meals, we aim to add value to the UAE Government’s relevant initiatives in this regard. Moreover, as a home-grown company, we seek to contribute to the country’s overarching food security program. This is in line with the goals of the National Food Security Strategy 2051 and the ‘UAE 2020: Towards the next 50.’ We provide not only food for your convenience but the food of the future as well.”

FatBroccoli’s menu consists of mouth-watering international cuisines, including Chilli Con Carne, Beef Kofta, Broccolini Pumpkin Curry, Mexican Pulled Beef, and Salmon Penne, to name a few. Containing natural sweeteners and with a shelf life of one year in the freezer, all of the company’s products are made with reduced sugar, low in salt, no additives, and no preservatives.

The company cooks and delivers the ordered meals that can be reheated in two convenient methods: either through a microwave for less than five minutes or through the oven for 30 minutes. The dish will remain hot and fresh but with less time consumed. Shoppers may place their orders via FatBroccoli’s Instagram account (@fatbroccoli_ae), which features images of its delectable offerings and has been designed with an integrated ordering system.

The name FatBroccoli is an oxymoron and unique term that seeks to highlight the fact that broccoli is one of nature’s rock stars. Fat-free, broccoli is a green vegetable that is rich in vitamins and minerals.

Aside from being a proponent of healthy eating, FatBroccoli also embraces sustainability with the brand using only sustainable and eco-friendly packaging for all its products. Its efforts seek to reduce its environmental impact and contribute to building a more sustainable future for all.


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