Launch of Healthy FatBroccoli frozen ready meals in the UAE market

Start-up Today Trading has officially marked its entry into the healthy fast food segment in the UAE with the launch of its unique and market-disrupting healthy frozen ready meals, under its new FatBroccoli brand.

The new FatBroccoli products are made from wholesome, locally produced frozen foods with 100% natural ingredients. Nutritious fast food will be available in schools, gymnasiums, universities, hospitals, gas stations, government offices, service centers, airports and other high-traffic areas. From the United Arab Emirates, FatBroccoli aims to expand into new territories, for example having 20 outlets in other GCC markets are already in the works.

The launch of local brand FatBroccoli’s innovative new food concept comes amid the growing consumption of fresh ready meals in the country as well as the exponential growth of the local frozen food market. At the start of the pandemic in 2020, the value of the UAE frozen food sector stood at $790.74 million and is expected to grow at a compound annual growth rate of 4.87% over the period 2021-2026 . Figures are based on research conducted by

Gilbert Kahawaty, Co-Founder and Chief Strategy Officer, FatBroccoli, said, “The UAE is home to many nationalities from diverse cultural backgrounds. When it comes to food, FatBroccoli aims to provide them with cuisines they miss and love at home. We have been very inspired by the best cuisines in the world and we have carefully crafted our menu to meet the needs of multiple nationalities, which helps a lot not only to provide the whole of the UAE with a food concept that has already been adopted in the UK, USA and many European countries. and Asian countries, but a range of healthy frozen meals that is a convenient way for health-conscious consumers to prepare and eat nutritious food despite their busy schedules. With fresh ingredients, frozen foods are a nutritious choice for many people who lead busy lives but still aim for a healthier lifestyle.

Kseniia Khrypun, Co-Founder and Chief Innovation Officer, FatBroccoli, said: “The entry of our products into the Emirates comes at the most opportune time, as the government continues to step up its efforts to build a healthy population. health and fight against various health problems. like obesity. Through our healthy frozen ready meals, we aim to add value to relevant UAE government initiatives in this regard. Additionally, as a local business, we seek to contribute to the country’s overall food security agenda. This is in line with the goals of the National Food Security Strategy 2051 and the “UAE 2020: Towards the Next 50”. We not only provide food for your convenience, but also the food of the future.

FatBroccoli’s menu features mouth-watering international cuisines including chili con carne, beef kofta, pumpkin broccolini curry, Mexican pulled beef, and salmon penne, to name a few. Containing natural sweeteners and with a one-year freezer shelf life, all of the company’s products are made with reduced sugar, low salt, no additives and no preservatives. The company prepares and delivers the meals ordered, which can be reheated using two convenient methods: either in the microwave for less than five minutes or in the oven for 30 minutes. The dish will stay hot and fresh but with less time consumed. Shoppers can place their orders through FatBroccoli’s Instagram account (@fatbroccoli_ae), which features images of its delicious offerings and has been designed with an integrated ordering system.

The name FatBroccoli is an oxymoron and a unique term that seeks to emphasize the fact that broccoli is one of nature’s rock stars. Fat-free, broccoli is a green vegetable rich in vitamins and minerals.

Besides being a proponent of healthy eating, FatBroccoli also embraces sustainability with the brand using only sustainable and eco-friendly packaging for all of its products. Its efforts aim to reduce its environmental impact and help build a more sustainable future for all.