The UAE-headquartered Truebell, a GCC importer of fast-moving consumer goods (FMCG), will be adding a variety of Eastern Asian products to its portfolio over the next 12 months.
“Over the last few decades, the region has become a melting pot of ethnicities, resulting in the globally-attuned F&B destination that we see today,” says Bhushant J. Gandhi, Truebell’s divisional manager for Retail & Food Service.
“Despite the wide selection of cuisines available in the country, Asian, Indian and Italian flavours have dominated, remaining top preferences over the years – which is somewhat reflective of the UAE’s demographics and of course its favourite dishes,” he adds.
According to KPMG’s UAE 2018 – Food & Beverage Report, Asian cuisine – primarily Japanese, Chinese and Thai – has consistently ranked among top food choices in the UAE for several years.
At present, Truebell has more than 60 global products in its portfolio including popular brands from East and South East Asia such as Yakult probiotic drink, San Miguel Foods, Sin Mui Heng Dimsums, Daesang Chonga Kimchi, Kikkoman Soy, Laco Edamame, Nissin Noodles and Purefoods, with Malay food products soon to be added, as the company begins to source products from Malaysia.
Following the opening of their new state-of-the-art distribution centre during the third quarter of 2018, Truebell has introduced a range of new flavours, with products from countries including Germany, Brazil, Japan, Greece, the Philippines and the UK.
Established in the UAE in 1984, Truebell Marketing and Trading is an importer, wholesaler, distributor and exporter.