Surya Foods takes brands international

Surya Foods takes brands international

Surya Foods showcases market-leading UK brands at Gulfood, Dubai to boost routes to Middle East.

Surya Foods is continuing to strengthen routes into the Middle Eastern market by taking a stand at Gulfood, Dubai this week.

Managing Director Harry Dulai describes it as a golden opportunity, post-Brexit, to take Surya’s brands international.

A repeat exhibitor, this year Surya Foods will be showcasing its Top 3 UK rice brand* Laila, together with its premium Humza frozen range, which has enjoyed rapid growth during the last five years. It will also be featuring Thai Dragon snacks, Just Real snacks, Mystique sparkling drinks and Costa juices in its Gulfood line-up.

Speaking about the opportunity, Harry Dulai said: “Despite the challenges, Brexit has given UK businesses a golden opportunity to move into global markets and that is what we intend to do. Our growth plans include taking our brands international. UK businesses are being encouraged to become key exporters and take British brands overseas. There is a marked appetite for British brands in the Middle East and we intend to use this platform to further generate new leads into those markets.”

The premium Laila range features its top-selling classic basmati, together with an extensive line up of popular rice varieties from around the world from premium jasmine to every day easy cook.

With global sales now topping £70m for the Laila brand alone, Surya Foods is looking to showcase extensive NPD across its Laila range at Gulfood.

The Laila brand has expanded rapidly in recent years, moving into lentils, beans and flours with the launch of 19 new products in 2019. It also added Laila snacks to its line up in 2019 - opening a state of the art, snack production factory at its Harwich HQ. This month the brand expanded into spices with the launch of five new lines into Asda - spanning classic store cupboard, spice staples including tumeric, coriander, chilli and cumin powders, together with crushed chilli flakes. The products, all under the ‘Laila Naturals’ banner, are packaged in 100% recyclable film.

Surya Foods is also looking to promote its other leading Humza brand. The premium Humza frozen range features samosas, spring rolls, kebabs, grills, burgers, parathas, chapattis and frozen vegetables popular in halal cooking. Its classic lines will be joined by its recently launched Humza VegeeZ range – a collection of 100% vegetarian, ready to cook snacks.

A selection of snacks from Surya’s recently launched Thai Dragon brand will also be showcased. Thai Dragon was one of the UK’s fastest growing launch brands of 2020, with each launch from the brand achieving national retail listings. In just two years Thai Dragon reached annual sales over £6 million.

Gulfood Dubai, considered the world's largest annual food trade show, is now into its 26th edition and takes place at the Dubai World Trade Centre between 13 – 17 February 2022. The event attracts leading brands from around the world, as well as a host of world-renowned chefs.

This year it will be promoting its new movement: Gulfood Zero Waste, a mission to create a sustainable food and beverage show which rethinks the way we use and consume food. This aligns with Surya Foods’ ambitions to become a leader in sustainability and its goal to ensure all operations are carbon neutral by 2035.

* Nielsen 2021

For further information or images please contact:pr@suryafoods.com