Millennials driving new trends in traditional fayre



UAE-headquartered Truebell, a leading GCC importer of fast-moving consumer goods, predicts a wide range of quirky takes on traditional festive foods will dominate the food and retail market in the UAE this December.

Instead of plating up tried-and-tested festive dishes, UAE residents and chefs alike, are experimenting with local ethnic spices, seasonal and sustainable crops, street food and plant-forward meals – and Truebell is working to align present and future supplies with these current trends.

Traditionally festive meals have never been about trends, but as retailers and F&B outlets across the region look to differentiate themselves from the competition and increase profits, they are carving out a niche for themselves with contemporary takes on Yuletide favourites.

Truebell Divisional Manager, Retail & Food Service, Bhushant J. Gandhi said: “Trends have evolved especially over recent years, with many of these food and retail developments being driven by millennials – a generation which is led by unique experiences rather than tradition.

“This festive season we can expect a range of classic recipes adapted to local tastes such as roast turkey basted in local Za’atar spices; nut roast a plant-based meat replacements; street food alternatives including turkey bao buns and turkey fajitas or tacos; sustainable produce which has been grown, farmed or caught locally; and with a growing health conscious society, sugar alternatives such as agave nectar, honey and molasses.”

To date this year, one of Truebell’s prime focuses has been the introduction of a wide variety of new flavours for the region’s multi-national palate with the retail and food services division of the company entering into exclusive distribution agreements with a number of leading brands from Japan, Brazil, Philippines, USA and the UK.

“These new partnerships further underpin our expansion plans in the retail and food sector following the opening of our new state-of-the-art distribution centre which allows us to accommodate a wider range of dry, frozen and chilled goods in greater volumes,” Gandhi added.

Truebell has grown exponentially since it was established in 1984, with considerable expansion across five key divisions including food, beverage, hospitality, suppliers and retail duty free. To date, it has a portfolio of over 10,000 products, including 60 global products, underscoring its position as a leading importer, wholesaler, distributor and exporter throughout the GCC.


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