Al Mealim’s Arabian sweet mix (500g) contains top quality treats in an attractive gift box
This Finest Arabian sweet mix (450g) forms part of Al Mealim’s best-selling range at Dubai Duty Free
good news, as Papadopoulos explains: “We also got a heads up to list with Dufry Sharjah in the autumn. This will be our first presence in the Dufry family.” “This is a major development for us,” enthuses Retail Sales Executive Mohammed Inam, speaking with Asia Duty Free magazine at the TFWA Asia Pacific show in May. Finally, Nadiya is gearing up for the opening of the new Abu Dhabi Airport towards the end of this year, where Nadiya will have a “significant” presence, Papadopoulos reveals. At the Singapore trade fair in May, Nadiya opened discussions with operators from Malaysia and Indonesia, and is hopeful of listings in due course – but perhaps not rapidly, as he explains: “Duty free is a great market but you have to invest a long time with people to build a relationship – to find the appropriate timing and space, and [for them] to list your product at the right price. It’s not a 100 meter sprint, it’s a marathon. You have to appreciate that and be patient and believe in your brand. It’s a long waiting game, but we believe Nadiya has a clear space in the specialist confectionery category – as proven in Mumbai. This is not a natural market for dates but we’re offering dates with and without chocolate – they want to have something different.” He adds that consumers are increasingly interested in
the health aspect of dates, as it’s a natural product for snacking, providing a much-needed energy boost. Nadiya will be exhibiting at the TFWA World Exhibition in Cannes in October 2019, as it seeks to crack the duty free market. “Duty free is a natural progression for us, and the best market,” Papadopoulos continues. “Our shareholders believe that the brand should be international and more people should share the culture and heritage of dates – and treat dates in a different way. Our mission is to convince operators around world that this is the way to go and there is a space for dates in global duty free. We have a motto we truly believe in: ‘Taste the world in one bite’.” He further emphasizes that Nadiya’s dates are a truly global and multi-ethnic product, containing chocolate from Belgium, and nuts from the US and India. At the Singapore show, Inam introduced travel retailers to the Al Mealim brand of Arabian sweets. Al Mealim is Nadiya’s sister company and has common shareholders. Al Mealim offers the highest quality baklava and other sweets made from the finest ingredients. This brand is already performing very well in regional duty free shops – not least at Dubai Duty Free, where it is one of the best-selling items. The 500g box of top quality sweets is attractively packaged for gifting and retails at US$20. While the past year has been challenging in the region, Papadopoulos reports that the company’s Dubai Duty Free sales have held up and are slightly ahead of last year. Elsewhere in travel retail, turnover is stable. It seems it’s steady as she goes for this Middle Eastern confectionery company and it keeps on getting its message out onto the global stage.
Al Mealim chocolate-coated Mamoul Arabian sweets are presented in a 230g pouch www.dutyfreemag.com CONFECTIONERY AND FINE FOODS