This month marks the 15th anniversary of camel milk chocolate company Al Nassma Chocolate. After four years in development, the UAE-based business launched to market in 2008. It successfully entered the global market in 2009 despite financial crises dominating headlines at the time.
Ever since, the travel retail channel has played a pivotal role for the company, which will participate in the TFWA World Exhibition next week in Cannes (Blue Village F1).
Al Nassma Chocolate General Manager Martin van Almsick said, “When we started our venture, hardly anyone thought about the opportunity that lay in camel milk, yet we were confident that our innovative concept of using such a predominantly unknown product as a core ingredient for our high-end chocolates would succeed in the market.
“We were convinced that consumers are increasingly looking for extraordinary treats and quality. In the beginning, nobody would have imagined our chocolates to be present in high-class gourmet houses – for example in Germany, France, Austria and even in specialty shops in the USA – but here we are 15 years later, and the growing success of our brand on the local and international market has proven us right.”
During the pandemic, Al Nassma focused on launching a new brand, Samha, which is composed of camel milk chocolate-coated products. Samha’s choco-dates range is currently seeing success and the brand has more recipes in the pipeline.
At present, the company’s performance is well-reflected in duty free outlets in 18 airports across Morocco, through the Gulf region, as well as in all tourist locations in the UAE and other Gulf Cooperation Council countries. Al Nassma products are also available in Europe at department stores in Paris, Berlin, Munich, Hamburg and Vienna among others.
Almsick added: “Our chocolate is of the highest quality. All ingredients are carefully selected and camel milk as the core ingredient sets us apart from any other chocolate in the world.
“Al Nassma chocolate is certainly the most sensational and tempting form of camel milk, perfectly reflecting the flavour and spirit of the orient.”
Al Nassma’s growth is supported by a growing trend in international markets towards authentic premium and giftable chocolates that are free of artificial aromas, soy lecithin and palm/vegetable oils. The company’s production facility includes state-of-the-art European specialised equipment, which is coupled with traditional craftsmanship.
Al Nassma has committed to paying double the farm gate price to not only ensure quality ingredients, but more importantly, to contribute to the livelihood of cocoa farmers.
Al Nassma Chocolate Director of Sales Patrick Dorais commented on the importance of the duty free and travel retail channel as one of the company’s core distribution pillars: “Travellers are increasingly looking for mementos of their journey as well as gifts for loved ones back home. Nationality research shows Al Nassma has indeed acquired a global following – People’s Republic of China nationals form by far the largest customer base. Far East Asians representing one-third, matched equally with European nationals and Russian travellers within high single digit figures.
“Eying entering the top ten confectionery brands list, we would like to thank our retail partners including Dubai Duty Free, DFS Group, Dufry, Lagardère Travel Retail, WHSmith and ATÜ Duty Free for their continued support over the years. We look forward to forming partnerships in exciting new geographies, all the while continuing to wow the passenger and contribute to generating footfall, penetration and conversion in the food & confectionery categories.”
Van Almsick is optimistic about the future development of Al Nassma: “We are very excited about the development of Al Nassma and Samha so far and we are looking forward to taking the global opportunities ahead of us.
“We look forward to a future where we will see people over the world enjoying an exquisite piece of Al Nassma’s camel milk chocolates, or culinary creations from Samha.” ✈
