FatBroccoli launches frozen ready meals in UAE

Hyderabad Startup Company, Healthy FatBroccoli has officially marked its entry into the UAE's healthy fast food segment with the launch of frozen ready meals under its new brand.

Gilbert Kahawaty, Co-founder and Director (Strategy), FatBroccoli, said: "The UAE is home to many nationalities of diverse cultural backgrounds. When it comes to food, FatBroccoli aims to offer them cuisines that they miss and love back home. We got very inspired by top cuisines in the world and carefully crafted our menu to cater several nationalities of US, European and Asian countries."

Kseniia Khrypun, Co-founder and Director (Innovation), FatBroccoli, said: "The entry of our products to the Emirates comes at the most opportune time, as the government continues to step up its efforts to build a healthy population and combat various health concerns such as obesity. Through our healthy frozen ready meals, we aim to add value to the UAE Government's relevant initiatives in this regard. Moreover, as a home-grown company, we seek to contribute to the country's overarching food security program. This is in line with the goals of the National Food Security Strategy 2051 and the 'UAE 2020: Towards the next 50'."

The newly introduced FatBroccoli products features locally produced healthy frozen food with 100 per cent natural ingredients. The nutritious fast food will be available in schools, gymnasiums, universities, hospitals, petrol stations, government offices, service centres, airports, and other high footfall areas. From the UAE, FatBroccoli aims to expand into new territories, such as having 20 outlets in other GCC markets are already in the pipeline. FatBroccoli brand comes amid the rising consumption of fresh ready meals in the country as well as the exponentially growing local frozen food market. At the onset of the pandemic in 2020, the value of the UAE frozen food sector stood at $790.74 million and is predicted to jump higher at a compound annual growth rate of 4.87 per cent during 2021-2026.

FatBroccoli's menu consists of international cuisines, including Chilli Con Carne, Beef Kofta, Broccolini Pumpkin Curry, Mexican Pulled Beef and Salmon Penne. Containing natural sweeteners and with a shelf life of one year in the freezer, all of the company's products are made with reduced sugar, low in salt, no additives and no preservatives. The company cooks and delivers the ordered meals that can be reheated in two convenient methods: either through a microwave for less than five minutes or through the oven for 30 minutes.

Aside from being a proponent of healthy eating, FatBroccoli also embraces sustainability with the brand using only sustainable and eco-friendly packaging for all its products. Its efforts seek to reduce its environmental impact and contribute to building a more sustainable future for all.