A new bakery brand is entering the UAE market with a simple but ambitious goal: to make better bread part of everyday life. Noble Sourdough, founded by Matthew Firth, launches in Dubai with a focus on naturally fermented sourdough, clean ingredients and a back-to-basics approach that challenges the way bread is typically made and consumed in the region.

Built on the belief that bread should be good for you and should never be boring, Noble Sourdough is positioned at the intersection of food culture and fast moving consumer goods. Designed for everyday consumption rather than niche indulgence, the brand offers a range of consistently baked sourdough loaves that prioritise quality, accessibility and scale, marking a shift in how premium bread is brought to market.

At a time when much of the bread available on shelves contains preservatives and unnecessary additives, Noble Sourdough takes a different route. Its classic loaves are made using just flour, water and natural yeast, relying on a 24 hour fermentation process to develop flavour and improve digestibility. The result is bread that is not only simpler in composition, but also lower in sugar, easier on the gut and better suited to modern lifestyles that are increasingly focused on health and wellbeing.

The launch also introduces a concept new to the city: Dubai’s first honesty based bread counter. Built on trust, the unmanned setup allows customers to pick up a loaf, pay contactless and go, without supervision or traditional retail infrastructure. For Firth, the concept reflects both the simplicity of the product and a broader belief in the city itself.

“Dubai is a place that rewards ambition and trust,” says Matthew Firth, Founder of Noble Sourdough. “Launching an honesty counter here felt like a natural extension of that. It is about creating something simple, accessible and built on mutual respect, much like the bread itself.”

The concept taps into Dubai’s evolving consumer landscape, where convenience, innovation and community driven experiences continue to shape retail and dining. It also aligns with the city’s wider vision around smarter, more efficient systems and a culture that embraces new ideas.

From a product perspective, Noble Sourdough enters the market at a time when demand for cleaner, more transparent food is on the rise. With increasing awareness around nutrition, ingredient quality and long term wellbeing, sourdough has gained traction as a preferred alternative to conventional bread. By removing unnecessary additives and focusing on traditional fermentation, Noble Sourdough positions itself as a daily staple that supports healthier choices without compromising on taste or accessibility.

With a growing retail presence planned across the UAE, the brand combines a distinctive identity with strong shelf visibility and a product designed for repeat, everyday use. From classic loaves to flavour led variations, Noble Sourdough aims to integrate seamlessly into daily routines, from breakfasts and sandwiches to family meals and on the go consumption.

As Dubai continues to position itself as a global hub for food innovation and conscious living, Noble Sourdough’s entry into the market reflects a broader shift towards simplicity, quality and trust, both in what people consume and how they choose to access it.

This April, Maki & Ramen is set to shake up Dubai’s experiential dining scene with a month of interactive, high-energy experiences – from a sushi battleship game played at the table to a Level 8 spicy ramen challenge designed to test even the bravest spice lovers. Founded by award-winning Chef Teddy Lee, the UK-born brand has built a loyal following for its bold, flavour-led ramen and sushi, combining traditional Japanese techniques with a modern, inclusive dining experience. Now in Dubai, Maki & Ramen is inviting guests to go beyond the plate and into a dining experience defined by competition, heat, and highly shareable moments.

Sushi Battleship Experience

Launching this April, Maki & Ramen introduces Sushi Battleship, an interactive dining experience that transforms the table into a 3×6 game board. Designed for groups, families, and social diners, the concept turns a classic sushi outing into a fast-paced battle of strategy, luck, and wasabi.

Priced at AED 180, the experience includes 16 pieces of sushi and two “wasabi bombs” – nigiri topped with wasabi that deliver an unexpected kick. Guided by a dedicated game master, two diners go head-to-head, calling out coordinates as they attempt to outplay each other on a vibrant sushi battleground featuring Maki & Ramen’s signature rolls.

Adding to the experience, guests who share their Sushi Battleship game on social media and tag @makiramendxb will receive a complimentary ramen per table, a reward that makes victory even sweeter.

Playful, competitive, and highly shareable, Sushi Battleship offers a fresh and interactive take on dining in Dubai.

When: April 10, 2026 – April 30, 2026 | Where: Maki & Ramen (R Floor), Mövenpick Hotel, Jumeirah Village Triangle | Time: 1:00 pm – 11:00 pm | Price: AED 180 (Inclusive of everything guests need for one round of Sushi Battleship) | Note: Terms and Conditions apply.

Firecracker Ramen Level 8 and Spicy Ramen Challenge

In celebration of International Ramen Day, Maki & Ramen launches the Firecracker Ramen Level 8, a limited edition, extra spicy take on its popular Firecracker Ramen, created for diners who enjoy intense heat.

Priced at AED 88 and served with a chilled milk based drink, the Level 8 bowl delivers a bold, high heat flavour profile designed to challenge even seasoned spice lovers. The drink is placed beside each challenger, but drinking it during the challenge signals surrender, making it the ultimate white flag.

Running alongside the launch is the Spicy Ramen Challenge. The concept is simple: finish the Firecracker Ramen Level 8, including the soup, in under five minutes and the dish is free.

But the challenge does not end there. Once the bowl is finished and the timer stops, participants must then hold the heat for a further three minutes without drinking the milk based drink, adding an extra test of endurance to see who can handle the spice the longest.

Those who complete the challenge will earn a place on Maki & Ramen’s Wall of Fame, adding a competitive edge to the experience. The fastest record achieved across the full month will also win an All You Can Eat for one voucher.

When: April 4, 2026 to April 30, 2026 | Where: Maki & Ramen, R Floor, Mövenpick Hotel, Jumeirah Village Triangle | Time: 1:00 pm to 11:00 pm | Price: AED 88, including Firecracker Ramen Level 8 and a milk based drink

Challenge: Finish within five minutes and the ramen is free. Those who also complete the additional three-minute wait before drinking the milk-based drink will be eligible to compete for the top monthly record and win an All You Can Eat for one voucher.

From sushi battles to spice challenges, Maki & Ramen brings an interactive edge to dining in Dubai this April. Whether guests visit to compete, take on the heat, or simply enjoy its Japanese menu, the experience combines food, entertainment, and social dining.

Step into the weekend with a vibrant Mediterranean-inspired brunch at Timo Restaurant, where great food meets live entertainment in a relaxed, family-friendly setting. This exclusive brunch experience showcases a curated selection of traditional Mediterranean dishes, with flavours spanning Syria, Lebanon, Greece, Italy, France, Spain, and Morocco, celebrating the region’s rich culinary and viticultural heritage.

Expertly crafted by renowned chef Chadi Saloum, the menu is designed to elevate the dining experience, positioning Timo as a destination for authentic and sophisticated Mediterranean gastronomy. Guests can indulge in a vibrant selection of high-quality Mediterranean dishes, brought to life through interactive live cooking stations featuring freshly prepared specialties and chef-led culinary experiences. A dedicated kids’ menu ensures younger guests are well catered for, complemented by wholesome, fresh produce and a wide range of engaging activities. Vegan and vegetarian options are also thoughtfully incorporated, offering something for every guest to enjoy.

From hot Mediterranean favourites to flame-grilled creations prepared using a Josper oven and BBQ stations, every element is thoughtfully curated to deliver both flavour and theatre. Paired with free-flow beverages, live music, and dedicated kids’ activities, this brunch offers the perfect setting for families and friends to unwind and connect over a lively weekend experience.

Offer Details
Date: Every Saturday | Time: 1 pm to 4 pm | Price: Soft package: AED 125 per person | Bubbles package: AED 225 per person Activities: Live entertainment and dedicated kids activities
Location: Timo Restaurant, Al Jaddaf Rotana Suite Hotel | For reservations, please call 04 596 2222 or visit the hotel website.