Startup company Nowadays Trading has marked its entry to the UAE’s healthy fast-food segment with the launch of its healthy frozen ready meals under its new FatBroccoli brand.

The newly introduced FatBroccoli products feature locally produced healthy frozen food with 100 percent natural ingredients. The nutritious fast food will be available in schools, gyms, universities, hospitals, petrol stations, government offices, service centers, 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 that are already in the pipeline.

The launch of the new food concept of the homegrown 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 million and is predicted to jump higher at a compound annual growth rate of 4.8 percent during 2021-2026. The figures are based on a study conducted by marketresearch.com.

FatBroccoli’s menu consists of international cuisines, including chilli con carne, beef kofta, broccolini pumpkin curry, and much more.

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 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, which features images of its delectable offerings and has been designed with an integrated ordering system.