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KERRY RELEASES 2026 REGIONAL TASTE CHARTS: DEFINING THE FUTURE OF FLAVOUR WITH DATA-RICH INSIGHTS

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Close-up of a person biting into a burger made with Kerry ingredients, featuring a sesame bun, beef patty, melted cheese, jalapeños, purple cabbage slaw and dripping sauce against a blue background.

Kerry, a global leader in taste and nutrition, has released its 2026 Global Taste Charts, offering the food and beverage industry a detailed view of how flavour is evolving across the Middle East and where innovation is headed next.

Built on the expertise of more than 1,200 scientists, 100 flavourists and extensive consumer research, the 2026 Taste Charts reflect how consumers across the Middle East are eating, drinking and experimenting with flavour. The result is a practical, forward-looking guide designed to help manufacturers respond to fast-moving tastes with clarity and confidence.

As consumer expectations continue to fragment and intensify, the 2026 Taste Charts expand from six to eight categories, covering Refreshing Beverages; Tea & Coffee; Savoury Snacks; Sweet; Sauces & Dressings and Meat. This broader view captures the growing crossover between indulgence and wellness, tradition and novelty, plus global inspiration with local identity, all increasingly shaping flavour decisions in the region.

Flavour Trends in the Middle East

Newstalgia: Tradition Reworked for Today
Comfort flavours are being reimagined through premium formats and modern twists. Across the Middle East, classic flavours such as date, za’atar, cardamom and saffron are appearing in unexpected formats, from date mustard and za’atar ice cream to camel milk pistachio iced coffee. This blend of nostalgia and creativity stirs emotional connection while celebrating cultural identity.

Beyond Burn: Layered Heat, Global Meets Local
Consumers in the Middle East are moving away from one-note spiciness toward more nuanced heat. Paprika-led blends are gaining momentum across snacks, sauces, grilled meats and ready meals, offering smoky, sweet and aromatic complexity inspired by street food traditions. This shift supports richer seasoning systems that deliver depth rather than intensity alone.

Hydration with Character: Fruit-Forward Refreshment
Refreshing fruits continue to play a key role in beverage innovation across the Middle East. Watermelon features prominently in sparkling waters, juices and alcohol-inspired drinks, aligning with demand for clean-label, vibrant, hydrating and naturally sweet thirst quenchers.

Micro Moments of Indulgence
In fast-paced lifestyles, small treats are taking on outsized importance. Across the Middle East, bite-sized energy balls, chilli-lemon snacks, mini desserts and convenient marinated proteins are delivering moments of indulgence and reward without the commitment of full-scale indulgence.

These insights are supported by KerryNow™, a digital platform that allows customers to access Kerry’s flavour portfolio, instantly order samples of trending flavours featured in the 2026 Taste Charts and receive expert support on product applications, regulatory guidance and sample selection.

“The 2026 Taste Charts reflect how consumers are eating and drinking today, with a growing desire for contrast, comfort, depth, and meaning in flavour,” said Pinar Taskin, Marketing Manager, Kerry Middle East, Türkiye and Pakistan. “Designed to support R&D and marketing teams, the 2026 Taste Charts help guide product development that resonates locally while drawing on global flavour cues. Across markets from Türkiye to Saudi Arabia, and from Kuwait to Jordan, we are seeing a stronger use of local flavours reinterpreted with a global twist. By bringing together sensory science, cultural understanding, and real consumption data, the charts highlight where flavours are gaining momentum and how they are being expressed locally. Each year, through the launch of these Taste Charts, we support our customers in moving more confidently from idea to product while keeping pace with evolving tastes across the region.”

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Hospitality

A SIZZLING VALENTINE’S ROMANCE AT MARRIOTT AL FORSAN

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Indulge in a romantic four-course dinner paired with a bottle of Prosecco

Celebrate love this Valentine’s Day with an intimate dining experience at The Grill, Marriott Al Forsan. Couples are invited to indulge in a sizzling four-course dinner, thoughtfully crafted for the occasion and perfectly paired with a bottle of Prosecco.

Set against a warm and elegant ambiance, it’s the ideal setting for a memorable night together.

Date: Saturday, 14th February
Time: 6:30 PM – 11:30 PM
Venue: The Grill, Marriott Al Forsan, Abu Dhabi

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Hospitality

PROJECT CHAIWALA AND OATLY INTRODUCE THE KARAK CLUB AT DXB AIRPORT

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Project Chaiwala branded takeaway iced chai cup, canvas tote bag, and rolling suitcase covered with brand stickers being carried while walking through an airport terminal

Project Chaiwala (PCW), Dubai’s homegrown chai brand founded in 2017 by Justin Joseph and Ahmed Kazim, has partnered with Swedish oat-based dairy alternative brand Oatly to launch The Karak Club, exclusively at Dubai International Airport (DXB). For a limited time, the world’s busiest international airport will welcome travellers from every corner of the globe to experience the UAE’s beloved karak chai with a plant-based twist.

With the support of travel and retail partner Lagardère Travel Retail, The Karak Club will be live across DXB Terminal 3 and select Terminal 1 outlets from December 15, 2025, to February 15, 2026. The concept reimagines Dubai’s unofficial national drink using Oatly’s non-dairy alternatives in innovative formats such as iced chai, smoothies, shakes, and soft serve. Travellers can also purchase limited-edition merchandise, including postcards, custom playing cards, luggage tags, stickers, and tote bags, celebrating the collaboration.

“This is Project Chaiwala showcasing Dubai’s unique flavour to the world through Oatly’s plant-based magic, turning karak from a fresh milk tradition into a global lifestyle experience,” said Ahmed Kazim, Co-founder of Project Chaiwala.

“Born from our first Karak Club community event at Project Chaiwala’s Cinema Akil flagship in Alserkal Avenue, this DXB edition targets young, global urban travellers seeking authentic flavours of Dubai’s third-culture identity in a modern, accessible way. As a homegrown brand with global aspirations, we’re proud to champion Dubai’s multicultural spirit at DXB, following our representations at SXSW 2025 with Museum of the Future, EXPO 2020, and COP28,” added Justin Joseph, Co-founder of Project Chaiwala.

“We’re honoured to bring the Karak Club to DXB, one of the world’s cultural melting pots, through our collaboration with Project Chaiwala and Lagardère Travel Retail UAE. Together, we’re celebrating the heritage of karak chai, reimagined with Oatly as a delicious alternative to the traditional dairy-based drink. In a moment of taste bonanza and rising non-coffee based beverages, Project Chaiwala’s creativity and Lagardère’s commitment to delivering lifestyle experiences at DXB enable us to bridge cultures through flavour for travellers and the wider airport community”, says Dimitri de Martignac, Regional Director Oatly MEA.

Founded after countless chai breaks between Justin Joseph and Ahmed Kazim during their time as colleagues in Dubai International Financial Centre (DIFC), Project Chaiwala was inspired by the founders’ brainstorming sessions and travels to Darjeeling and West Bengal’s tea estates, inspired by their love for getting the perfect cup of chai. Their first pop-up at Etisalat Beach Canteen led to the opening of the flagship Cinema Akil café in Alserkal Avenue in 2018, a cultural hub that captures the brand’s ethos of “Blending Tradition, Brewing Innovation.” The café’s offerings include the signature Clove-Chocolate Karak, vada pav, cheese toast, spicy chana, and Karak Groove Sessions with local DJs.

Evolving from a lifestyle café into an omnichannel brand, Project Chaiwala successfully pivoted during the 2020 pandemic, expanding into packaged retail with handcrafted tea blends now available at Spinneys, ENOC, Careem, Noon, and Amazon. The brand currently employs over 20 team members across café, retail, and B2B operations — including corporate outlets at ENBD and Standard Chartered, and more than 100 HORECA accounts. Through proceeds from its clay kulhar cups, Project Chaiwala supports ethical initiatives promoting education, clean water access, and women’s empowerment.

Activation Locations at DXB:

●      Project Chaiwala, Concourse C, S34, Terminal 3

●      Project Chaiwala, Daily DXB, Concourse B, Terminal 3

●      Project Chaiwala, Concourse A, Terminal 3

●      FIX Coffee, Daily DXB, Terminal 1

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DUBAI’S HAG AL LEILA CELEBRATIONS DRAW STRONG ENGAGEMENT ACROSS CITYWIDE ACTIVATIONS

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Families and children queue around a colourful HAG AL LEILA activation inside a Dubai shopping mall, where staff distribute sweets and lead festive activities in a decorated central atrium

Dubai’s Hag Al Leila celebrations concluded this week with strong engagement across a wide-ranging programme of community, cultural, and destination-based activations, marking the opening moment of the Season of Wulfa and setting the tone for the Holy Month of Ramadan.

Observed across the city, Hag Al Leila in Dubai brought residents and visitors together through shared moments rooted in generosity, participation, and the exchange of sweets. From heritage-led experiences and neighbourhood gatherings to activations in major destinations, the programme reflected how the tradition continues to be lived and shared across generations.

Across the programme, activations recorded strong footfall and sustained participation, with high levels of engagement from families, children, and wider communities. Public response reinforced Hag Al Leila’s role as a shared cultural moment, experienced through familiar rituals that encourage connection, participation, and a gentle transition into the reflective rhythm of Ramadan.

Key activations across Dubai helped translate the tradition into diverse contemporary settings while remaining grounded in cultural authenticity. Dubai Hills Mall hosted one of the season’s most visible celebrations, adapting the traditional door-to-door custom into a guided, child-led experience within a major retail destination. Cultural institutions led by Dubai Culture delivered neighbourhood-rooted programming, including heritage trails, workshops, and creative activities designed to introduce younger audiences to the meaning and rituals of the occasion.

Dubai Municipality activated public spaces and community venues across the city, embedding Hag Al Leila within everyday neighbourhood life and ensuring broad public access to the celebration. At the Museum of the Future, the tradition was reimagined through an interactive cultural programme combining storytelling and hands-on activities, while the Knowledge and Human Development Authority’s student design initiative, delivered in collaboration with Patchi, engaged young people directly in cultural storytelling through contemporary creative expression. More than 45 activations unfolded across retail destinations, cultural venues, and community hubs, delivered in collaboration with a range of public and private partners as part of the wider Season of Wulfa programme.

Muna Faisal Al Gurg, CEO of the Museums and Heritage Sector at Dubai Culture, affirmed the Authority’s commitment to raising awareness of Hag Al Leila’s cultural significance, saying: “Hag Al Leila represents an authentic Emirati tradition that reflects the essence of our heritage and embodies generosity, kindness, and tolerance. It is also a powerful expression of our pride in our national identity. Through this initiative, we aim to strengthen community engagement, introduce the youth to our customs, and deepen their sense of belonging.”

Al Gurg added: “Each year, we celebrate this occasion through programmes hosted across our cultural sites to highlight the meaning, symbolism, and beauty of Hag Al Leila. We seek to preserve the custom in the Emirati collective memory, underscore its value, and showcase how it fosters harmony within the community. These efforts also help future generations connect with their roots and cultivate national pride.

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Hag Al Leila continues to resonate because it is experienced in familiar, shared spaces across the city. This year’s programme demonstrated how simple, community-centred moments can create meaningful connections, particularly for younger generations. The strong engagement we saw across activations reflects the city’s appreciation for traditions that bring people together and naturally set the tone for the Holy Month of Ramadan.”

With Hag Al Leila setting the tone across the city, the Season of Wulfa now moves into its next phase, as Dubai prepares to observe Ramadan through a programme of cultural, community, and citywide experiences shaped by reflection, connection, and shared responsibility.

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