The newly opened Egyptian sweet store concept Basboussa is branching out to offer its delicacies to the HORECA business, following successful trials with a number of local restaurants.

With more than 15 years’ experience in catering, in a family run business, Mohamed Hassaballah has branched out alone with the launch of Basboussa – his own store concept.

Having worked with Zad Egypt’s Cuba Cabana, Hassaballah has great ambitions for his home-grown brand, selling freshly made Egyptian sweets, from his store in The Village mall in Jumeirah, Dubai.

He employs authentic Egyptian chefs, considered the best in making basboussa to freshly bake products in store every morning to ensure the freshest and most authentic taste.

Aside from basbouusa, the store also serves the market with a wide variety of products, such as traditional and modern sweets and hot and cold beverages.

Hassaballah said: “Our concept is to bring the real taste of basboussa and provide an environment to serve it to the UAE market with the best traditional, classical and world famous recipe of Egypt in addition to providing a modern twist of basboussa.

“As Arabic sweets are becoming increasingly well-known and embraced by many regions, we are introducing the authentic taste of basboussa and other sweets of Egyptian cuisine such as kunafa,

luqmat al kadi, baklawa, cookies, biscuits and many more.

“All our products are packed in modern and premium packaging and we ensure high standards of quality and service.”

He added: “After opening our first branch in Jumeirah, we plan to invest in further locations to maximize brand awareness and visibility.”