Signature Snacks, one of the UAE’s fastest growing companies has chosen Africa’s Big Seven (AB7) to launch its range of food products aiming for up to 35 new export markets.
Since inception in 2013, Signature Snacks has grown rapidly to now supply more than 60 countries with its range of premium snacks spanning 11 sub-categories including biscuits, nuts, cookies, crackers, baked chips; chocolate-coated wafers, biscuits and cream-filled biscuits; as well as premium Skoops Cubes, a pomegranate- and orange juice-infused berry and nut snack.
Mazen Nabulsi, Signature Snack’s General Manager (GM), noted that Africa’s Big Seven is a key part of the Company’s aggressive expansion programme for 2016: “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.”
Africa’s Big Seven is the continent’s largest food and beverage expo, held at Gallagher Convention Centre, Midrand, South Africa, June 19-21. Over the course of the three days, the event will bring 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, the event had delegates from 72 countries – 27 of them in Africa – and this number is due to 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,” Davidson continued.
Signature’s GM Nabulsi explained that his Company has grown quickly since January, 2015 when it began supplying its products: “Exhibitions and trade shows have been a vital part of that growth. Trade shows are extremely important for new start-ups, to introduce products and secure distributors, open channels and create awareness,” he said. “The African region is the new big thing for many producers. We are targeting the Middle East and North African markets and we have a very aggressive plan to penetrate the remaining untapped African countries.”
He added: “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. Our finished products contain no artificial colours, artificial flavours, trans-fats or preservatives, which gives a clear indication of the quality of our raw materials.”