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Lulu Group launches specialty food brand Goodness Forever at Gulfood 2022



LuLu Group, known for its innovative basket of retail and food label offerings, has introduced its brand new product line to its food range with ‘Goodness Forever’, a specialist range of additives and chemicals healthy, without additives and chemicals, organic, exotic, gourmet and high-end food concepts.

The new specialty food brand will be launched at Gulfood, the region’s premier food and agritech hub. Under the new ‘Goodness Forever’ label, specialty foods will be offered at competitive prices to appeal to the high-end and mid-range market – from value-added vegan products to organic edible oils, exotic mango chutneys and rose, meatball and kebab sauces, burger and falafel mixes, chocolate and peanut sauces, granola bars in various flavors, coconut and almond dessert bites, a range of virgin cold-pressed baking, a wide variety of specialty cheeses and pizza crusts as well as pizzas in different pre-prepared flavors.

Shamim Sainulabdeen, Director of LuLu Private Label, said, “We are proud to announce the launch of ‘Goodness

Forever’, our healthy and organic premium label. At LuLu, we take our responsibility to provide the best, safe, great-tasting, and nutritious foods and ingredients very seriously. This label will make healthy, balanced and organic food accessible and affordable for everyone and we believe it will spark an exciting new food trend.

LuLu has partnered with the world’s best manufacturers and distributors to produce a high quality range and ensure that each product meets global standards. LuLu has set the highest standards in selecting manufacturers and evaluating food products before the range reaches customers.

Greek manufacturer with more than three decades of reputation, Provil SA has developed a collection of ready-to-cook products for the “Goodness Forever label”. Christos Vogiannou, Founder of Provil SA, said: “Provil is delighted to partner with Lulu Group and contribute to the unique ‘Goodness Forever’ brand range. The LuLu Group and Provil together present sauces and condiments that offer a modern approach to cooking, bringing premium products, healthy and above all tasty solutions to the consumer table. We have also created for the brand ‘Goodness Forever’ four complete all-in-one mixes for burgers, kebabs, falafels and meatballs, natural ingredients, without artificial colors or preservatives.

Cauvin, a leader in the French distribution of premium vegetable oils for over 70 years, has created the best oils for the newly launched brand. All the oils offered in the ‘Goodness Forever’ range are virgin and organic. Christian Port, President of Cauvin declared: “The partnership between the French company Cauvin and ‘Goodness Forever’ of the Lulu group was built around the definition of a range of oils adapted to the Middle Eastern market. The quality is guaranteed by a rigorous quality control plan, internal and external analyzes and validated by the European BIO certification.

Hailing from Poland, spice market leader Prymat brought specialty monospices, mustards and vinaigrettes for the Group’s latest label. Mkleka, PR Manager of Prymat, said, “We have just started cooperation with LuLu Group’s Goodness Forever, which is a valuable step in the development of both companies in the Middle East markets. The spices we supply are of high quality and sourced from reliable suppliers. Our laboratory carries out appropriate analyzes of raw materials and finished products. The recipes are also checked during numerous laboratory tests and tasting panels.

More than 2,000 product lines (food, frozen and chilled) will be introduced in the first phase from different categories. To begin with, the label will be available in all LuLu hypermarkets and online in the United Arab Emirates within one month, and will then be rolled out to the entire network in the region. LuLu, with its global food supply network and warehouses on every continent, has a large private label division and has developed more than 3,000 distinctive brands. Raw materials and finished products come from the United States, the United Kingdom, Europe (Germany, France, Poland, Turkey, Belgium) and the Far East, such as Indonesia.

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