Healthy Growth in MENA F&B Franchising Sector Attracts Premium, Global Brands

Sector’s promising outlook and regional appetite for healthy eating draws London-based frozen yoghurt brand Sloane Bros. to ME Franchise Expo

London-based Sloane Bros. Frozen Yoghurt Co. today announced its participation at the Middle East Franchise Expo – a two-day event set to serve up franchising opportunities during its run from October 21 to 22. Within the MENA region, franchising is considered a low-risk, highly successful model for expansion, especially the F&B franchising sector, which is geared for an annual growth rate of 7.4% over the next four years, as per research firm Euromonitor International. Last year, the sector grew at 4.3% and was worth an impressive USD 79.1 billion, making the MENA region’s F&B franchising sector the second-fastest growing in the world after Asia-Pacific. Dubai further topped this by growing at 5.3% over 2014.

“Spurred by the emirate’s business-friendly and efficient regulatory and legal environment, its favourable demographic profile, its high tourist density, as well as its culture of dining out, the F&B franchising sector in Dubai, and in the UAE as a whole, is seeing steady growth. The nation is also characterised by a discerning taste for high-quality products, making it an attractive market for premium, international F&B outlets looking to expand their business footprint into the region,” commented Joe Chakra, the founder of Sloane Bros Frozen Yoghurt Co.

The Sloane Bros. frozen yoghurt brand addresses what it sees as a gap in the market and an unmet demand for premium British-sourced fat-free natural frozen yoghurt. The Sloane Bros. Frozen Yoghurt Co. is looking at bringing its offerings to the region, especially following the strong response the brand has received at its flagship outlet in London.

“We expect a similar reaction in the Middle East to the one we have received and continue to receive in the UK. The frozen yoghurt market has been enjoying tremendous growth in countries such as the US and the UK because of its fat-free or low fat content, and the option of pairing it with other healthy snacks such as fruits and granola. The health conscious faction of consumers in the UAE, and theMENA region as a whole, is definitely growing, and we believe such an environment would be a natural fit for a new premium, tasty, healthy, and innovative frozen yoghurt brand,” added Chakra.

This claim is further validated by findings from Nielsen’s latest Global Health & Wellness Survey : 83% of UAE-based respondents expressed they were willing to pay a premium for foods with healthy attributes, therefore translating healthy eating into a sizable opportunity for F&B players.