SIGNATURE SNACKS

SIGNATU R E SNACKS

Boosting awareness of its premium brands on an international scale www.signaturesnacksco.com

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Premium Premium Snacks at

uali ty Q Having commenced production 13 months ago, Signature Snacks is already making waves in the international snack market and is utilising clever marketing techniques to expose its premium products to new export markets Writer: Emily Jarvis • Project Manager: Sammy Wilkinson

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riven by its core values of creating high quality, value for money products of a wide variety for its customers, Signature Snacks has not let its infancy in the convenience food market affect its aspirations to become the number one brand across all categories of premium snacks.

Starting the construction of its 86,000 square foot factory just three years ago, and commencing production in January, 2015, the Company has secured all the relevant approvals to successfully fuel its dream of exporting snack products to international markets, while cementing the Signature Snacks brand locally as a name known for having one of the best manufacturing facilities in Dubai.

“We currently hold HACCP, ISO 22000, BRC, IFS and HALAL certifications, as well as the recent award of +A grade from Dubai Municipality for our manufacturing facilities; the same grade as some of the world’s biggest brands who have operations in the Middle East,” Mazen Nabulsi, General Manager of Signature Snacks proudly notes.

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CAVANNA PACKAGING GROUP

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avanna Packaging Group, based in Piedmont, Italy, is a leader in the manufacture of integrated flowpack and robotic packaging systems for the food, pharmaceutical and cosmetics industries.

Created by Mario Cavanna’s intuition in 1960, the Company rapidly influenced packaging habits all over the world, becoming a packaging partner synonymous with trustworthiness and reliability.

Today, the Cavanna family represents Mr. Mario’s ideals and it is recognised worldwide as a supplier of excellence.

The Group is owned by Cavanna family and its entire structure reflects an optimum blend of experience, professionalism, youth and dynamism.

www.cavanna.com

Mazen Nabulsi, General Manager of SS (right) receiving the Grade A award from Dubai Municipality for its Signature Snacks Factory, matching the same standards locally as international giants such as Mars and Cadbury

After showcasing some of its new products at the recent Gulfood 2016 exhibition, the Company has big plans to utilise this exposure as a springboard to continue building awareness of its brands on an international scale and to bolster the Signature Snacks name around the world.

Adding premium

With a current premium snack range comprised of a large selection of biscuits, cookies, crackers, and wafers across 11 sub-brand categories, Signature snacks has placed emphasis on market research to ensure that the latest industry trends are continuously monitored and its products remain

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relevant to the customer. One of the ways in which the Company achieves this is by attending trade shows; guaranteed to offer exciting interaction with clients, an insight into the competition and offering the perfect environment for the formation of new business relationships.

“At this year’s Gulfood, we revealed some of our additional premium categories to potential clients for the first time; such as dates and nuts.

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Cavanna Packaging Group: a global leader in flow wrap systems We design, build and supply world class packaging systems for the Food, Confectionery, Chocolates, Biscuits, Pharma and non Food application.

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Systems main feature: technology, reliability, design, flexibility Flowpack lines from entry level requirement to handling high speed and fully automatic applications Loaders & Transport units suitable to cope with all our different technical solution Robotic lines from medium to high project level application, suitable for naked and wrapped products featuring “top loading” and “delta vision” systems. High flexibility • Turn key solutions (from processing line exit to secondary packaging) hi-tech concepts, customer Total Care with dedicated solutions • Express Way platform, a unique brand able to meet the growing demand for investment with a good quality/price ratio, for medium speed and complexity • Slim wrapper, the ultimate tech research which combine high performances in minimum space requirement.

Cavanna Packaging Group Integrated Flow Wrapping Systems ITALY BRAZIL www.cavanna.com sales@cavannagroup.com

Trade shows have been extremely important to building a name for ourselves in the industry in such a short space of time and we have participated in many international shows in the past year, including Gulfood, ISM, SIAL and PLMA,” says Nabulsi.

“This year, however, we are expanding our presence and will participate in even bigger global events such as Africa’s Big Seven and Moscow Trade Show.”

With the ultimate aim to benchmark its products on the world’s premium snack leaders, Signature Snacks has so far penetrated 65 countries, achieved through heavy investment in trade spend including below the line (BTL) activities to promote and build the Company brands on a global scale.

He further details: “Based on the efforts of our growing sales team and deploying a comprehensive sales strategy, we are aiming to roll out our portfolio in an additional 35 countries

Trade shows have been extremely important to building a name for ourselves in the industry in such a short space of time and we have participated in many international shows in the past year, including Gulfood

USA

this year; placing particular emphasis on Africa and CIS (Commonwealth of Independent States) to reach our goal of seeing Signature Snacks’ products in 100 markets worldwide.

“To facilitate both this target and our new product range, we will be expanding our production capacity and warehouse facilities to cater for our growth trajectory. Machines to support the production of dates and nuts have been purchased, in addition to the proper warehouse storage, production areas and cold stores.”

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Natural ingredients B Y L O O K I N G at data acquired from

retail audit reports, channel reports and distributor feedback, Signature Snacks has been able to study each country of operation on its individual merits and explore the best approach to create the most efficient supply chain and effective marketing strategy.

“Snack consumption is on the rise, with recent findings suggesting that one out of three people enjoying this treat on-the-go. Therefore, we have increased our product range, introducing multiple snacks that are tailored for the customer needs even in the way they are packaged; with the introduction of Signature Snacks bite-sized products in sharing bags,” Nabulsi highlights.

Another outcome of continuously monitoring customer feedback and consumer trends was the recent addition of easy open and close packets; a new technology which Signature Snacks has implemented for some of its existing production lines.

Supporting the trend for organic and natural ingredients where possible, Signature Snacks has placed concerted focus on outsourcing its raw materials from only the best suppliers worldwide and where possible, locally; ensuring that there are no artificial colours or flavours, trans-fats or preservatives.

“We only source the best ingredients and have received extremely positive customer feedback from hosting in-store activities such as sampling which has resulted in returning customers,” he adds.

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Above standard

Going forward, we have a very aggressive plan to penetrate remaining untapped MENA countries and beyond to achieve our goal of Signature Snacks’ products in 100 markets

Backed by a dedicated team of senior staff who share decades of experience in the snack market, the Company has been able to add value to its offering by imparting a huge amount of industry knowledge onto its workforce.

“We constantly update our procedures and trainings to reflect any regulatory changes and to also continuously improve our own standards. This is a vital differentiator that cements our relationship with prestigious suppliers, and garners international respect from longstanding and prospective clients,” says Nabulsi.

Demonstrating awareness that both a local corporate social

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Signature Snacks constantly updates its procedures and trainings to reflect regulatory changes

responsibility programme and local supply chain is crucial to securing longterm sustainability, Signature Snacks has begun following in the footsteps of many well-known conglomerates by reaping the benefits of working with approved local suppliers.

He explains: “As a local producer, we have excellent relationships with

our local suppliers and as our business grows, we hope to build on the momentum we already have. Where the quality meets Company product standards/measures, an approved local supplier in fact offers us several advantages such as quick dispatch, credit facility and easy payments.”

Keenly focused on growing both its product range in line with industry trends and further rooting its supply chain locally, Signature Snacks has all the core business elements in place to unlock new market potential.

Nabulsi concludes: “Going forward, we have a very aggressive plan to penetrate remaining untapped MENA countries and beyond to achieve our goal of Signature Snacks’ products in 100 markets.”

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SIGNATURE SNACKS Al Asmawi Building 504, 5th Floor Dubai Investment Park PO Box 474006 Dubai United Arab Emirates T: +971 48850730 | F: +971 48850731 E: sales@signaturesnacksco.ae

www.signaturesnacksco.com