Bidfood UAE – the UAE’s leading dedicated multi-channel foodservice provider of international F&B brands and part of the Bidfood Middle East cluster – announced its appointment as the distributor of Kraft Heinz’s products in the UAE’s foodservice channel.

The new partnership will push Kraft Heinz’s core items, i.e. Heinz Ketchup and Mayonnaise, and will also focus on the introduction of the company’s wider range of brands such as the Bull’s-Eye Barbecue range, Tomato Salsa, and Soy Sauce range, to the UAE’s foodservice channel.

Bidfood ME’s Chief Commercial Officer, Wael Al Jamil, said: “We couldn’t be happier to partner with one of the most distinguished food brands in the world; Kraft Heinz was able to achieve, and deservingly so, a global community around its brand built on excellence in quality. Kraft Heinz products truly became an essential item on every table around the world. Together, Bidfood UAE and Kraft Heinz will embark on an exciting culinary journey founded on vigorous sales tactics that will drive Kraft Heinz’s products into the UAE’s foodservice channels – we are ready, willing, and able.”

Kraft Heinz Head of Foodservice Middle East and Africa, Deborshi Sarkar, said: “Bidfood UAE’s presence is prevalent in the local foodservice industry and it is celebrated for its superior standing in the UAE. Through the company’s powerful network, expertise in the industry and diligent team, we at Kraft Heinz are certain we’ll be able to significantly increase distribution and presence across the UAE while adding value to every menu around the country in tandem with Bidfood UAE’s extensive range of high-grade products.”

Bidfood Middle East currently operates in five markets via the Bidfood stand-alone commercial entities in every market – Bidfood UAE, Bidfood Oman, Bidfood Bahrain, Bidfood KSA, and Bidfood Jordan. Bidfood ME supplies major brands such as illy Coffee, Sweet Street Desserts, San Pellegrino Waters, Lamb Weston, Monin, Fonterra, Bridor Bakery, General Mills to the GCC foodservice market.