Hilal Foods Partners with Colony Foods UAE to Enhance its Presence in the Middle East

Pakistan’s leading FMCG company, Hilal Foods, has partnered with the UAE’s Colony Foods as its exclusive distribution partner for the UAE region.

A signing ceremony in this regard was held earlier this month in Dubai where Faisal Munshi, CEO, of Hilal Foods, and Faiz Afzaluddin, COO & Managing Director at Colony Foods, signed the agreement.

Hilal Foods has a legacy of more than 65 years in manufacturing a wide range of confectionary, baked products, and beverages.

They have always strived for excellence by launching quality brands through state-of-the-art manufacturing facilities. Hilal Foods has built strong business relationships with customers in 25+ countries, including the USA, Europe, Canada, and Australia, for over 15 years.

Hilal Foods has a strong presence in the Middle East region. This partnership with UAE’s leading food distribution company, Colony Foods, will create new possibilities to tap into other markets.

“We aim to expand our network in the Middle East market with an extensive customer-centric approach. Our goal is not only to increase the distribution of our current portfolio but also to cater to the UAE market with customized and innovative products,” said Faisal Munshi.

“Furthermore, we proactively seek to bring high-value products to the international market by exploiting the latest manufacturing processes,” he added.

Colony Foods has over 3,000 merchants across the UAE and are continuing to grow its presence. Over the last few years, Colony Foods has built a strong portfolio of brands which includes brands from Pakistan and other countries.

Colony Foods is working with manufacturers to help design the market entry strategies, product design, pricing, and promotion while leveraging technology solutions to ensure that the distance between the manufacturers and the merchants is reduced.

This would enable brands to adapt to continuously changing market trends in the shortest possible time.

“Hilal Foods is a perfect fit for our product portfolio as their products have an attractive price point and brand appeal in the segment, we operate in. The products have received a very good response in a short span of time across the UAE,” said Afzaluddin.

Our placement strategy for Hilal products is not only limited to the Pakistani diaspora, the brand has very good scope in other segments as well,” he added.

This journey to the international markets is a testament to the company’s commitment to its core value, which is to give people reasons to smile.



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