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Adapting to Consumer Shifts with GMG’s Strategic Vision

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1 month ago

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range of Farm Fresh products

Exclusive Interview with Roy Nasrallah, VP of Marketing, GMG

Roy Nasrallah, VP of Marketing, GMG

With GMG overseeing a diverse portfolio across multiple sectors, how do you ensure each brand maintains its unique identity while aligning with the broader company vision?

At GMG, we believe in nurturing the distinct character of each brand while staying true to our overarching commitment to quality, innovation, and consumer-centric growth. Our approach starts with data-driven insights: we collect and analyze consumer feedback and market trends specific to each sector, ensuring our brand teams understand the nuances of their audience. From there, we encourage each brand to use these insights to craft unique strategies, while still adhering to group-wide principles such as a focus on well-being, sustainability, and community engagement. By championing open communication between different brand teams and the broader leadership, we strike a balance—preserving the individual brand’s personality yet ensuring all efforts contribute to GMG’s long-term vision.

In 2024, Farm Fresh introduced the ‘Shnax’ sub-brand for Zillennials. What was the motivation behind tapping into this space with a healthier snacking option?

The idea for Shnax emerged from a deep dive into changing consumer behaviors among Gen Z and younger millennials—what we like to call the “Zillennials.” Our research showed that this demographic was looking for snack products that balanced fun, flavor, and health. We noticed a significant gap in the market for products that met these three criteria in one offering. Shnax is our response: a range of convenient, tasty, and better-for-you snacks that cater to a generation wary of traditional junk food but unwilling to compromise on flavor. We see it as an evolution in snacking—meeting the consumer where they’re at today, and anticipating where they’ll be tomorrow.

The ‘Ultra Crispy’ range was created with the gaming community in mind. What insights drove this decision, and how did the team tailor the product to suit this niche?

We’ve been closely observing the meteoric rise of the gaming sector—once a niche pastime, it has grown into a worldwide cultural phenomenon. Through consumer analytics, we discovered that gamers often want convenient, shareable snacks that don’t interfere with gameplay (less mess, easy to eat). The ‘Ultra Crispy’ range was developed to fulfill these exact needs. Our product research and development teams worked collaboratively with consumer panels of casual gamers, streamers, and e-sports enthusiasts to refine everything from flavor profiles to packaging design. This approach ensured that not only does the product taste great, but it’s also practical for long gaming sessions. Ultimately, ‘Ultra Crispy’ is a testament to how we at GMG adapt existing product lines—or create entirely new ones—based on emerging cultural trends and in-depth consumer insights.

Leading a high-performance marketing team across multiple markets is no small feat. What principles guide your leadership style?

My philosophy revolves around three core principles: empowerment, diversity, and accountability. First, I believe in empowering team members to take ownership of their projects. When individuals feel trusted and supported, they’re more likely to bring fresh ideas and push creative boundaries. Second, I prioritize building a diverse team. Different backgrounds, skill sets, and perspectives lead to well-rounded decision-making and more inclusive campaigns. Finally, accountability is key. We rely on data-driven metrics and well-defined objectives so every team member understands how their role contributes to the bigger picture. By fostering a culture of open communication and recognition, we create an environment where high performance thrives naturally and consistently.

With GMG’s broad reach, how do you evaluate which categories or consumer trends to invest in next?

We rely heavily on data and analytics to shape our investment decisions. First, we track macro trends: shifts in consumer lifestyle, health considerations, and economic indicators that suggest emerging areas of opportunity. Then we layer in industry-specific insights—from analyzing competitor landscapes to engaging with retailers about shelf performance. Importantly, we also keep an ear to the ground through social listening tools and direct feedback channels, allowing us to gauge real-time consumer sentiment. Once we gather these insights, our cross-functional teams—spanning R&D, marketing, and finance—evaluate potential product or category expansions against GMG’s strategic objectives, such as sustainability, affordability, or premiumization. If a new opportunity aligns with our long-term vision and demonstrates strong consumer demand, we commit resources to explore it further.

What are some of the biggest shifts you’re seeing in food preferences across the region, and how is GMG adapting to meet these evolving needs?

Over the last few years, we’ve witnessed a convergence of health-consciousness and convenience across nearly every demographic. Consumers are increasingly interested in clean labels, functional foods, and nutritious snacks—but they also need those products to be easily accessible. Recognizing that beverages are the second-fastest growing category after snacking, we recently announced BePerly Vitamin Water—our foray into the healthy beverage space—catering to consumers who want both hydration and wellness in one offering. By listening to our consumers and closely tracking real-time market data, we adapt quickly to these shifts, ensuring GMG stays aligned with the most current lifestyle preferences.

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Hospitality

Park Regis Kris Kin Unveils Level 19 Lounge & Bar – A bold New Chapter in Dubai’s Social and Culinary Scene

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1 week ago

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May 15, 2025

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Level 19 Lounge & Bar

Park Regis Kris Kin Hotel Dubai proudly announces the official opening of Level 19 Lounge & Bar. Located on the 19th floor of this 5-star hotel, the sophisticated yet unassuming venue is perfect for the city’s discerning tastemakers, offering an elegant fusion of modern global cuisine, artisan mixology, and elevated ambiance.

A seamless meld of bold flavors and stylish design, Level 19 Lounge & Bar is more than just a lounge—it is an immersive experience. With sleek and reflective interiors akin to Dubai’s skyline, this venue exudes Dubai’s multicultural essence. Rich maroon, grey, and black interiors complemented by elegant silver accents provide for a dramatic yet embracing atmosphere. The vertical “19” motif punctuates the space, symbolizing its sky-high ambition and location in the building.

The menu at Level 19 Lounge & Bar celebrates culinary artistry with selections crafted to intrigue and impress. From Golden-seared Scallops on Cauliflower Purée to the indulgent Tomahawk Steak, each offering is a masterclass in flavor and presentation. The culinary journey continues with globally inspired creations such as Teriyaki Beef Steak Kebabs and Herb Chicken with Rice Pilaf, each attesting to Dubai’s traditional yet cosmopolitan cultural vibrancy.

The cocktail selection is equally daring, with handcrafted concoctions like The L19 Knock Out and Pinky Butter On Top, drawing their origins from local inspiration and storytelling. These signature drinks, served with style and sophistication, embody the spirit of the lounge—a balance of understated flair and luxury, hence the venue’s tagline of Sultry Sophistication.

Michael Chan, General Manager of Park Regis Kris Kin Hotel, shared his vision, “At Park Regis Kris Kin, we understand that today’s guests seek more than just luxury—they seek meaningful experiences. Level 19 Lounge & Bar is designed to be just that: a place where social moments become memories, and where culinary innovation meets cultural authenticity. It’s a celebration of Dubai’s dynamic rhythm—elegant, energetic, and ever-evolving.”

The official opening event was a glittering affair, drawing a distinguished guest list of media personalities, influencers, radio hosts, and representatives from some embassies. The evening highlighted Level 19 Lounge & Bar’s mission to becoming a part of Dubai’s hip cultural and culinary scene.

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Hospitality

Grand Millennium Hotel Dubai becomes the first Hotel in the region to partner with Cryptocurrency juggernaut Bybit

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1 week ago

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May 14, 2025

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Grand Millennium Hotel Dubai

Grand Millennium Hotel Dubai has officially signed a breakthrough partnership with Bybit. Held on 9th May at the hotel, the signing ceremony marks the beginning of the region’s first collaboration between a leading hospitality brand and a digital finance juggernaut, paving the way for the future of travel, payments, and lifestyle integration. It also makes Grand Millennium Hotel Dubai Bybit’s first-ever hotel partner. 

The official signing ceremony was attended by Helen Liu, COO & Partner of Bybit, Sheikh Almualla bin Ahmed Almualla & Feras Al Sadek of Ghaf Group, and Giacomo Puntel, General Manager of Grand Millennium Hotel Dubai.

This strategic alliance enables Bybit cardholders to unlock up to 30 percent in savings across Grand Millennium Hotel Dubai’s standout offerings. Guests can now enjoy exclusive privileges at signature venues including Belgian Beer Café, Toshi Pan Asian Restaurant, Lucky Voice Dubai, Crystal Bar, and Juzz Bar. The benefits also extend to hotel room suites and serviced apartments, meeting and event spaces, and expert catering services, making everyday moments more rewarding for Bybit’s tech-savvy global community.

“This partnership is a signal of where the future of travel and lifestyle is headed,” said Giacomo Puntel, General Manager of Grand Millennium Hotel Dubai. “As the first hotel brand in the region to join forces with Bybit, we are proud to be part of a digital evolution that places accessibility, innovation, and guest experience at the heart of everything we do.”

The collaboration represents a major leap forward in integrating cryptocurrency into real-world travel, making everyday luxuries more attainable for Bybit’s tech-forward community. Whether booking a weekend staycation, planning a corporate gathering, or heading out for a night of exceptional dining and entertainment, Bybit users will find Grand Millennium Hotel Dubai more connected, convenient, and future-ready than ever before.

“Bybit is on a mission to integrate crypto payments into every spending and daily luxuries for our community. UAE Dubai is one of the most popular destinations for entrepreneurs and crypto fans, and this partnership reflects our commitment to supporting them throughout their crypto journeys around the world,” said Helen Liu, COO & Partner of Bybit.

The Bybit Card boasts year-round offers including exclusive travels, early access to premium events, and an expanding network of global partners. The digital-native crypto and fiat card is one of the fastest growing payment solutions of its kind with over 1.7 million cards issued worldwideworld wide. 

The benefits are reserved for Grand Millennium Hotel Dubai guests who use their Bybit Card for eligible payments at the hotel only. 

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Hospitality

United Foods Company reports strong FY2024 performance

Published

3 weeks ago

on

May 2, 2025

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United Foods Company

United Foods Company announced financial results for the full year ended 31 December 2024.

Against a backdrop of geopolitical volatility and rising costs, United Foods achieved significant growth in revenue and profitability and reinforced its strong financial and market position, delivering on its long-term strategy for development.  Total gross revenue rose to a record AED 601.7 million, supported by a 5.9% increase in sales volumes.

Profitability strengthened as gross profit increased 8% to AED 99.6 million, supported by improved cost controls, procurement optimisation, and product mix enhancements. Net profit before tax increased 11% to AED 33.9 million. Net profit after tax remained stable at AED 30.8 million.

The Board of Directors proposed a cash dividend of 100% of the paid-up capital for 2024, equivalent to AED 1 per share or AED 30.25 million in total. This proposed dividend payout, subject to shareholder approval at the upcoming Annual General Meeting, reflects the Group’s strong financial position and its continued focus on delivering value to its shareholders. United Foods Company is one of only three companies in the UAE to propose 100% cash dividend.

Fethi Khiari, Chief Executive Officer at United Foods Company, commented, “In all, 2024 was a milestone year of achievement for United Foods. We increased sales volumes and revenue, protected margins, continued to deliver dynamic, high-quality products and diversified our product portfolio to better delight our customers. These key initiatives have enabled us to reinforce our robust position in the UAE and in all the markets we serve.

I am pleased to announce that under the recommendation of the Board, there will be 100% cash dividend of the paid-up capital for 2024 in line with our sustainable and progressive dividend policy, at our Annual General Meeting. We would like to thank our shareholders for their continued support and trust in us.

Looking ahead, we remain dedicated to our strategic path that will enhance value for our shareholders, as we continue to scale our operations and invest in automation and efficiency. Our commitment to Emiratization remains core to our corporate vision, and we are proud to be building a business that is both future-fit and locally rooted.”

Operational and strategic highlights:

  • The Group invested AED 12.8 million in capital expenditure, primarily directed towards the installation of two new product lines: fractionation unit and PET blowing machine to produce bio-degradable bottles.

Operational performance and outlook

Throughout 2024, United Foods maintained a sharp focus on cost efficiency and working capital management. Total assets rose to AED 439.4 million, while equity increased to AED 344.5 million. The Group continued investing in manufacturing upgrades and digital tools to drive long-term competitiveness.

Strategic efforts to support national priorities of food security also gained traction, with new initiatives to advance Emiratization across departments. These efforts position the Group to contribute meaningfully to national development while attracting and retaining skilled local talent. United Foods remains focused on expanding regional distribution, enhancing product innovation, and deepening its ESG practices, ensuring long-term sustainable value creation for all stakeholders.

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