UAE. Dubai food and confectionery specialist BMB Group has secured listings with Avolta for its snack brand Freakin’ Healthy in Kuwait, Jordan and Egypt. The brand is represented in regional duty free by Kreol Travel Retail.
As reported, the company, whose name is short for Baklava Made Better, last year signed a travel retail distribution agreement with Kreol Travel Retail to promote its two key brands Petit Gourmet and Freakin’ Healthy as part of its expansion strategy.
BMB is a part of the Agthia Group, an Abu Dhabi food & beverage conglomerate.
Kreol Group CEO Lal Arakulath said: “We are thrilled to announce a strategic partnership between Kreol Travel Retail and Avolta, the leading global travel retailer, to roll out Freakin’ Healthy products across Sharjah, Kuwait, Jordan and Egypt in the coming months.
“This partnership aims to cater to the growing demand for healthier snacking options among consumers in these regions. We believe that these products will be well-received by our customers who are increasingly seeking tastier snacking options with health benefits.
“As retailers are being made increasingly aware of consumer interest in health & wellness sections, representing a brand like Freakin’ Healthy made sense as it was a natural fit for us. We also take great joy in scaling UAE-based success stories across our global travel retail channel, and BMB, the brand’s parent company, has been a homegrown hero.”
Freakin’ Healthy offers a range of snacks for consumers seeking healthier options. The snack specialist complements Avolta’s diverse portfolio of brands and Kreol Travel Retail’s commitment to providing a diverse selection of products.
Avolta Managing Director, Middle East & Egypt Alexandre Tabacoff commented: “Our success selling Freakin’ Healthy brand in our stores is a testament to our commitment to offering quality, innovative products that resonate with our customers, promoting a healthier lifestyle one choice at a time.”
Agthia Corporate Communications Manager Samer Dahham added: “Securing Freakin’ Healthy at every duty-free location in the Middle East isn’t just a milestone for us – it’s a win for travellers seeking healthier options on the go.
“This achievement reflects our passion for reimagining snacking and making nutritious choices accessible wherever the journey takes you, from Sharjah to Kuwait, Jordan and Egypt airports. We’re proud to partner with Kreol & Dufry in this mission, and we’re eager to see how our wholesome snacks enhance the travel experience for customers throughout the region.” ✈
