- On the 10th of December 2020, the Barakat Group will launch a refreshed look with a new logo and packaging across the portfolio of fresh produce, almost two decades after launching
- Along with this refresh, the brand is tapping into key health, lifestyle, and sustainable trends for 2021 and beyond
Dubai, United Arab Emirates-: Barakat Group, one of the leading suppliers of a diverse spectrum of fresh produce, embarks on its most ambitious restage campaign in line with the rapidly changing consumer trends of health and nutrition.
After 44 successful years, Barakat Group introduces a fresh look and feel to appeal to a wider demographic of customers who are attuned to the importance of health and nutrition in their daily lives.
Recent studies have shown that the Middle East and Africa fruit and vegetable juice market is projected to register a CAGR of 6.24% during the forecast period, 2020-2025. Although the current average per capita consumption of fruit and vegetable juices in the Middle East & Africa region is comparatively lower than that of the developed regions it is increasing at a quick pace. The entire GCC fruits and vegetable market is expected to register a CAGR of 8.6% during the same forecast.
Founded in 1976, the redesign positions the Barakat Group as a brand with a core asset for fresh produce to supply the growing consumer demand and awareness of the sector. The design update incorporates a tagline ‘We serve the best of fresh’, which is crucial to the brand’s heritage and gold standard reputation.
As part of the brand redesign, it will continue to strengthen its eCommerce platform which was unveiled in 2018. This includes partnerships with an online marketplace such as noon.com facilitating Barakat to broaden its consumer base by bringing together freshness and convenience.
The brand identity update and e-commerce expansion initiatives are spearheaded by Mr. Rashid Mohammed Alabbar, who understands the importance of digital transformation and adapting to younger demographics for brand longevity and growth.
Mr. Rashid Mohammed Alabbar, Member of the Board of Directors, Barakat Group said, “We are excited to unveil the first refresh of the Barakat brand for almost two decades. It is through extensive market research that we have seen the growing need for established home-grown brands to appeal to new demographics of consumers. With a promising outlook, as well as big plans to continue to grow through e-commerce and explore exciting sustainable partnerships and practices, we are confident in this new direction for the Barakat brand.”
In addition to the restage, Barakat Group is implementing long-term strategies, such as forming agreements and partnerships to adopt sustainable & environmentally responsible practices for the group. The group has set benchmarks on quality standards with certifications like ISO9001, ISO22000, FSSC 22000 and Halal
This refresh marks an exciting new chapter in the future of the homegrown UAE brand that is set to support digital growth, enhance consumer reach, and support the planet sustainably.