UAE snack company explores opportunities in Africa

ONLY ON its second year of operation, Signature Snacks has rapidly expanded its market for a wide range of products. This year, the company with headquarters in Dubai is prepared to make its move on Africa through Africa’s Big Seven.

“We have managed to penetrate 65 countries so far and aim to explore another 35 countries this year, mainly in Africa, to reach our goal of 100.  We participated in many international shows last year and we are expanding our presence in 2016 to participate in more internationally-known exhibitions like AB7,” said Mazen Nabulsi, Signature’s General Manager.

Africa’s Big Seven is the continent’s largest food and beverage expo, held at Gallagher Convention Centre, Midrand, South Africa, from June 19 to 21. The three-day event brings together thousands of buyers from all over Africa and attracts exhibitors from around the world.

“AB7 is a perfect exhibition for producers looking to establish themselves in Africa or expand their markets,” said Christine Davidson, Vice-President of dmg EMS Africa, organisers of AB7. “It allows exhibitors to meet new distributors and find business partners across the region.

“Last year’s AB7 had delegates from 72 countries - 27 of them in Africa - and this number will increase this year. Africa has become the focus for international companies and AB7 is not to be missed. We welcome Signature Snacks and all of our exhibitors to this year’s show,” she said.

Exposure in trade shows has contributed to the company's phenomenal growth.

“Trade shows are extremely important for new start-ups – to introduce products and secure distributors, open channels and create awareness,” Mr Nabulsi said. “The African region is the new big thing for many producers. We are targeting the Middle East and North Africa markets and we have a very aggressive plan to penetrate remaining untapped African countries.”

The company will be presenting its range of nuts, biscuits, cookies, crackers, chocolate-coated biscuits, cream-filled biscuits, chocolate-coated wafers and baked chips, as well as many new products which are free of preservatives and artificial ingredients.

“We will be showing some amazing new products at AB7, such as Skoops Nut Cubes - a mixed nut crunch with either pomegranate- or orange-infused cranberries - and Zayna Dates stuffed with almonds and a milk chocolate coating,” said Nabulsi. “Our finished products contain no artificial colors, artificial flavors, trans-fats or preservatives, which gives a clear indication of the quality of our raw materials.”