Chocolate maker Al Nassma, distinguished by its use of camel milk, is celebrating its tenth anniversary this month. The brand cited travel retail as a major factor in its success to date.
The UAE government-owned company launched its camel milk chocolate domestically in 2008 and internationally the following year. It said it has seen “dynamic growth” ever since.
The global duty free and travel retail channel, said the company, is one of its core distribution pillars, and has proved instrumental in building brand recognition worldwide.
Al Nassma Chairman Dr Ali Ridha al Hashimi commented: “We brought an extraordinary product to the market with Al Nassma. We have succeeded in building a unique and strong premium brand.
“We are proud to look at what we have achieved so far and to have taken such a valuable part of our tradition and culture to all parts of the world.”
Finding a niche
When the Al Nassma story began, camel milk was deemed an unlikely ingredient in luxury chocolates. Because of this, the concept had its doubters, but where others saw an oddity, Al Nassma saw a selling point.
“We believed that consumers were looking for extraordinary treats and real quality.” – Martin van Almsick
Al Nassma General Manager Martin van Almsick explained: “When we first started up, few had thought about the opportunity that camel milk could provide. Yet we were confident that our use of camel milk as a core ingredient would succeed.
“We believed that consumers were looking for extraordinary treats and real quality. And taste, of course. Happily, we were right, and our chocolate can now be found all over the world – from high-class gourmet houses in major locations in Europe as well as the USA.”
Van Almsick added: “All ingredients are carefully selected and camel milk as the core ingredient differentiates us from any other chocolate in the world. It captures the flavour and spirit of the orient.”
The company also noted that its chocolates are free from artificial aromas, soy lecithin and palm/vegetable oils, and that they are “premium and giftable”. These two factors, it said, have reflected changing customer tastes and thus added to its growth over the last decade.
“Our aim is to become one of the world’s top ten confectionery brands in global travel retail.” – Patrick Dorais
The power of travel retail
Al Nassma noted a strong performance in travel retail and other markets worldwide, with recently added points of sale in Australia as well as key European capitals.
Al Nassma Director of Sales Patrick Dorais said: “Travellers are increasingly looking for mementos of their journey as well as gifts for loved ones back home. Our research has shown that Al Nassma has indeed acquired a global following.
“Our aim is to become one of the world’s top ten confectionery brands in global travel retail.”
Within travel retail, Dorais said Al Nassma’s largest customer base was Chinese nationals, with Asia representing one third of sales. European travellers make up another third, while Russian figures are in the high single digits. Current retail partners in the channel include Dubai Duty Free, DFS, Dufry, Lagardère Travel Retail and WHSmith. Click here for recent news of the brand’s expansion in the channel.
The next ten years
“The future looks promising”, said van Almsick. ”We are very excited about the development of our UAE artisan brand in global markets.
“There are many opportunities ahead of us, and we look forward to seeing many people all over the world enjoying the distinctive taste and quality of Al Nassma camel milk chocolates in the next ten years.”
