Considered one of the most exciting food destinations in the world, Dubai has witnessed substantial growth in its confectionery sector. Hospitality News Middle East spoke with some of the major players, particularly homegrown brand, at The Talks, part of Salon du Chocolat et de la Pâtisserie Dubai, to learn more about the market and the key to success in the competitive UAE market.
While around 75 percent of new brands in the grocery retail space fail within the first 18 months, there are many that have succeeded in the competitive Dubai market.
Once such example is Al Nassma, the world’s first and only camel milk chocolate, which was established in 2008. Interestingly, camel’s milk contains half the fat of cow’s milk and three to five times more vitamin C; it is also linked to no known allergies. According to Patrick Dorais, Al Nassma has a special place in the market. “Al Nassma is available in duty free at 23 airports across the region, so we are largely targeting travelers who want a unique memento from their trip. It is more for gifting than personal consumption.” Indeed, the company has developed a number of distinctive products, including its camel-shaped chocolates.
Another successful chocolate brand developed in Dubai is Vivel. Founded over 30 years ago, the family-run enterprise is known for its homemade and high-end Persian sweets. Ehsan Hosseini, Vivel’s general manager, believes that the success of Vivel is down to the quality of product. “We hand select all of our ingredients, which requires us to travel across the region to source the best nuts and dry fruits. Vivel is also known for its unique and eye-catching packaging. We love art and working with local artists on our boxes,” worked a lot with artists across the region,” he said.
Sahar Parham Al Awadhi, the first Emirati pastry chef, believes that the UAE, and Dubai in particular, stands out. “With its countless nationalities, Dubai has a culinary DNA that is so specific.” Her upcoming restaurant project, set to open in Dubai in November 2024, is Gerbou — “come close” in Arabic. “Gerbou symbolizes Dubai. The ingredients are all locally sourced and locally made.”
Among Dubai’s most exciting concepts is BRIX: a dessert bar that serves contemporary desserts, homemade ice creams and a unique tasting menu that changes seasonally. It is only among 10 dessert restaurants in the world. Carmen Rueda Hernandez, BRIX’s renowned head pastry chef, explains the characteristics of BRIX and why it stands out. “We offer an intimate experience. There is only one table, so our guests can enjoy a one-to-one journey with the chef. There is one story that links each dish.”
Another familiar name in the world of confectionery in the Middle East is Bateel, known for its gourmet dates. The company was founded 32 years ago and has expanded to include retail shops and cafés. According to Bilal El Kurjie, senior commercial director at Bateel, the brand has successfully positioned its star item as a luxury product. “These days, there is a real focus on health and well-being. Innovation, consistency and quality are our key pillars, so you will find the same quality at any Bateel.”
The challenges of operating in Dubai
Besides the cost of rent, particularly in areas of high footfall, one of the greatest challenges for confectionery and pastry brands in Dubai is finding talented professionals who understand the effort that goes into pastry. Hernandez says that the new generation has a great deal of energy but lacks knowledge.
For Al Nassma Chocolate, the main challenges are related to the camel’s milk itself. Indeed, camels produce around six to seven liters a day compared to cows that can produce above 50 liters. Dorais said: “The camel milk is the most expensive component in our chocolate.”
Other challenges for confectionery brands include the hot and humid Dubai weather, supply chain and geopolitics.
The importance of local ingredients
Gerbou is built on a mantra of local ingredients. Al Awadhi is passionate about local fruits and vegetables that are in season and admits that local production has come a long way. “Covid-19 accelerated local production, with startups and import substitutes entering the market.”
Hernandez also uses local ingredients at BRIX. “The honey and tomatoes at BRIX are sourced locally. The tomatoes are cultivated in the morning and reach us very quickly, so they are extremely fresh and juicy.”
Trends
The world of pastry and confectionery has felt the effects of the wellness trend. El Kurjie believes that the impact has been positive for Bateel, as dates are a great source of energy and are 100% natural. “We have seen an increase in demand, particularly since Covid-19.”
Al Awadhi and Hernandez also believe that the use of local and natural ingredients is essential. “People want to enjoy local flavors and are more health conscious, so we add depth and texture by using honey, dates and other natural products that are available locally,” said Hernandez.
In the pipeline
There are plenty of exciting projects on the horizon for the pastry and confectionery brands. Indeed, Al Nassma is set to open its first retail space in Souk el Bahar in the next couple of months, while production will increase with the introduction of a larger facility. “Our new factory will be up and running very soon,” said Dorais.
Elsewhere, Bateel will be opening its first branch in Seoul, Singapore and beyond before the end of 2024. A franchise Bateel café is also opening in Jordan. The brand has signed partnership deals with IHG and Jumeirah hotel group. Furthermore, openings include a store at Riyadh airport and a Bateel Café at Jeddah airport.
Vivel recently welcomed a branch in London, with two more outlets in the pipeline. The company will be relaunching its website in the next couple of months and is soon to announce a new line of chocolate and chocolate bars.
