Super Foods FZCO highlights fruit-based innovations at MENA Dairy Congress 2026

Can you tell us the story of how Super Food FZCO was founded? What inspired the creation of your company in the food and beverage industry?
Super Food FZCO was founded with a single purpose: to help brands develop products that can truly lead their category. Fr om the start, we noticed that producers didn’t just need raw materials — they needed a partner who could bridge nutrition science, sensory experience, and cost efficiency. Consumers were demanding healthier products, but often those products failed to deliver on taste or consistency. That gap became our opportunity. We created Super Food FZCO as a hub wh ere fruit expertise meets scientific formulation tools, empowering our clients to co-create beverages and dairy products that are not only delicious but also nutritionally competitive and compliant with global standards. What inspired us then still drives us today: turning Super Food FZCO potential into market-ready products that consumers trust and choose again and again.

What is the core mission and vision of Super Food FZCO?
Our Mission: We work to make everyday nutrition better — by helping brands create foods and beverages that are both delicious and truly good for health. Every formula combines nature’s best raw materials with science-based precision, ensuring products on the shelf deliver taste, balance, and trust.

What really defines our mission are three factors that make the difference between an average product and a category leader:

1. Time of development — speed matters, because being late to market often means losing the consumer. We design our process so clients can move fr om brief to shelf faster than competitors.
2. Quality of development — every formulation is 100% aligned with the brief, covering color, taste, and physical-chemical parameters. If a client needs an orange drink with a brighter tone, stable pulp, and lower sugar — we deliver exactly that.
3. Cost effectiveness — innovation must also work in the market. Our formulations balance premium ingredients with cost-efficient options, so the product is profitable, scalable, and competitive.

A simple example: when a client needed to reformulate a juice line for better Nutri-Score, we cut sugar with fruit fibers, maintained flavor integrity, and reduced raw material costs by 7%. That’s how mission translates into reality.

Our Vision: To become the global partner of choice for fruit innovation — enabling producers everywhere to launch products that lead their categories in taste, nutrition, and consumer relevance. We see a future wh ere Super Food FZCO are not a niche, but a natural part of everyday life.

Which products are your flagship items, and why are they important?
Our flagship isn’t a single ingredient — it’s the solutions we build around fruit. Yes, we work with juice concentrates, purées, and fruit preparations for categories like dairy, yogurts, and ice creams. But what sets us apart is how we use these ingredients inside a co-creation process with our clients. Through our approach, every project becomes a structured formula design: aligning flavor, nutrition, texture, color, cost, and compliance. This means the end product is not only technically sound, but also best positioned in its category — fr om taste tests to Nutri-Score performance. In short, our flagship is the ability to turn fruit and science into market-winning products.

How do you ensure quality and sustainability?
For us, quality is built into every stage of product development — not checked at the end. Each formula goes through our laboratories in the UAE, Spain, and Kazakhstan, wh ere we run sensory, stability, and compliance testing against international standards. This ensures our partners can move fr om prototype to shelf with confidence.

On sustainability, our approach is responsible sourcing and smart formulation. We sel ect fruit varieties and origins based on both quality and yield, optimize recipes with cost-efficient options like deionised concentrates or fruit fillers, and minimize waste by applying the whole-fruit concept — juice, pulp, aroma, even fibers. In practice, that means clients get not only a product that meets consumer expectations, but one that is resource-efficient, scalable, and future-proof.

Fr om your perspective, what role do Super Food FZCO play in the global food and beverage industry today?
Super Food FZCO have moved fr om niche to mainstream — but their real role is strategic differentiation. In a crowded market, they allow brands to deliver visible health benefits (immunity, digestion, skin vitality) while also enhancing taste, color, and consumer perception. For us, our ingredients are not just “add-ons,” they are functional building blocks that help a yogurt, juice, or plant-based drink outperform its category peers.

By combining superfruits, fibers, and bioactives within our process formulation platform, we give producers the ability to turn consumer health trends into scalable, compliant, and profitable products. In short, superfoods are the bridge between consumer aspiration and product leadership.

Have you noticed shifts in consumer preferences in recent years?
Absolutely — but more importantly, we see how these shifts can be turned into category opportunities. Consumers demand clean labels and transparency, which means no artificial shortcuts. At the same time, sugar reduction, added functionality, and plant-based alternatives are reshaping the market everywhere — and Nutri-Score is becoming a decisive factor even outside Europe.

For Super Food FZCO, these are not obstacles — they are innovation triggers. Through our process approach, we reformulate products to meet sugar reduction targets without losing flavor, enrich with fibers or proteins to boost Nutri-Score, and build stable plant-based systems that deliver on taste and texture. The result is that our partners launch products that feel modern, authentic, and ahead of regulation — which is exactly what wins consumer trust.

Let’s talk about markets. Which regions are your main focus right now?
We are positioned as a global partner, with offices in the UAE, Spain, Italy, and Kazakhstan. While our reach is international, our current focus is on the Middle East, North Africa, Europe, and CIS countries — regions wh ere we have local teams who can meet clients in person, understand their challenges first-hand, and co-develop solutions together.

These markets are strategic for two reasons.

First, they are shaped by regulatory frameworks like Nutri-Score or sugar taxation, which reward companies that can reformulate smartly. Second, they are home to fast-growing consumer segments wh ere clean-label, functional, and plant-based products are moving rapidly fr om niche to mainstream.

This combination makes the region a laboratory for innovation. For example, in North Africa, we helped a client reformulate a juice portfolio under sugar-tax pressure. By applying our process approach, we cut sugar with fruit fibers, preserved mouthfeel, and achieved a Nutri-Score A or B — turning a regulatory challenge into a category advantage.

By focusing on these markets, we ensure our partners launch products that are not just competitive, but category leaders fr om day one.

What challenges do you face in exporting?

Exporting is never simple. Time-to-market, regulatory complexity, and cost control are the main hurdles. Every region has its own labeling rules, nutritional standards, and logistics challenges — and if a product is delayed, misaligned with regulations, or overpriced, it can lose its competitive edge before it even reaches the shelf.

This is wh ere our model creates value. We don’t just ship ingredients; we deliver ready-to-scale formulations, already adapted to local compliance and consumer expectations. Our labs and regulatory teams fine-tune recipes to fit labeling laws, Nutri-Score requirements, and processing specifications in each market. That means clients avoid costly reformulations after launch.

A good example: when a European client needed to export a fruit-based dairy drink to the Gulf, sugar regulations and shelf-life requirements were completely different. Using our process approach, we reformulated with fibers and stabilizers, reduced sugar by 15%, and achieved compliance fr om day one — saving months of redevelopment.

In short, we transform export challenges into a competitive advantage, delivering products that are on time, on brief, and on budget for every market.

Why did you decide to partner with the MENA Dairy Congress?

This is a very good question, thank you. The Dairy Congress is a recognized platform globally, and together with industry leaders we decided to help develop its MENA chapter. It is a place wh ere good people — decision makers, innovators, and leaders of the regional food industry — come together to build a strong, healthy, and bright future for dairy.

The timing could not be better. The MENA dairy sector is at a turning point, shifting rapidly toward value-added products, functional claims, and clean-label formulations. For us, the Congress is more than a networking event; it is a strategic platform to showcase how fruit and science can drive the next wave of dairy innovation.

Already, around 20% of our business is in dairy applications like yogurts and ice creams, wh ere fruit preparations, fibers, and clean-label solutions make a direct impact. By partnering with this Congress, we bring our global R&D expertise and our process into dialogue with regional producers — creating practical pathways fr om consumer insights to market-ready dairy solutions.

In short, this partnership is about building value for the MENA dairy industry and positioning ourselves as the innovation partner behind its next generation of products.

What do you expect from this collaboration?

When you ask yourself who are you, you naturally start dreaming about future goals — about what more you can do for people and for the planet. The MENA Dairy Congress creates exactly this kind of society of current and future leaders. It brings together people and companies with a strong interest in developing products that are good, healthy, and trusted by consumers. We want to be close to this society, contributing to its vision and helping to shape it.

Our expectation is simple but ambitious: to co-create the next generation of dairy products in the MENA region. This collaboration is not about a single event; it is about building long-term partnerships with regional producers.

Through the MENA Dairy Congress, we aim to share our global R&D capabilities — fr om Nutri-Score optimization to sugar reduction and fruit-based innovations — while also learning from local market dynamics. By combining our expertise with regional insight, we can adapt formulations to match consumer preferences, processing realities, and cost structures specific to MENA.

The outcome we seek is clear: dairy products that are nutritionally competitive, taste superior, and category-leading — strengthening our partners’ market position and setting new benchmarks for the regional dairy industry.

Why, in your opinion, is it important for companies to attend the MENA Dairy Congress?

Good question. This is not a global conference — it is a local platform with global weight. The MENA Dairy Congress brings together top international speakers and the leading local companies, creating a unique dialogue wh ere global expertise meets regional reality.

Here in the UAE, a true international hub, we have the opportunity to discuss not only global trends — like clean-label innovation, sugar reduction, or Nutri-Score — but also the local challenges and opportunities that will define the future of the MENA dairy market.

This combination makes the Congress more than just an event; it is a knowledge society wh ere producers, suppliers, and innovators can exchange ideas and shape the market together. For companies, attending means staying relevant in a fast-changing landscape and having a voice in how the region’s dairy sector will evolve.

In short, the MENA Dairy Congress is wh ere global insights turn into local solutions, and that is why it matters.

How does participating in such events align with your company’s long-term goals?
Our long-term goal is to be the global partner of choice for fruit innovation in food and beverages. Participating in platforms like the MENA Dairy Congress directly supports that ambition. It allows us to strengthen our presence in high-growth regions, share our expertise, and co-develop solutions with local producers.

The dairy and beverage categories in MENA are evolving rapidly — with rising demand for clean-label, functional, and plant-based products. By engaging early and deeply, we ensure that our technologies, our process formulation to Nutri-Score optimization, are embedded in the region’s next generation of products.

In essence, every collaboration we build here is a step toward our broader vision: to connect nature’s potential, scientific precision, and consumer needs worldwide, helping our partners launch products that consistently lead their categories.

Finally, are there any important aspects about Super Food FZCO that we haven’t covered yet?

One crucial point: we are not just ingredient suppliers — we are innovation partners. Our development process is built on three pillars that every producer cares about:

• Speed — getting products to market faster.
• Quality — formulations that perfectly match the brief in color, taste, and functionality.
• Cost-effectiveness — solutions that succeed in the lab and on the shelf.

By combining our global expertise with digital and AI-driven resources, we make development not only faster, but also more precise and scalable. With our process, we co-create formulas side by side with our clients, aligning flavor, nutrition, texture, cost, and compliance fr om the very beginning.

That means we don’t just deliver raw materials — we deliver ready-to-scale, market-ready solutions: sugar-reduced drinks, plant-based alternatives, Nutri-Score–optimized recipes, and clean-label formulations. Every project is transparent, science-driven, and designed to help our partners launch products that are category leaders, not followers.

And because innovation is about people, we want to meet and exchange ideas with as many of you as possible. You can meet us this November 4-6 at Gulfood Manufacturing Concourse 2, Stand CC7-8 or schedule a one-to-one session with our team. We’ll also be at the MENA Dairy Congress in April 2026 — wh ere we invite you to join us in shaping the future of dairy.