Dubai, United Arab Emirates: The IFFCO Group has announced plans to bring its first 100% plant-based meat “THRYVE™” to the Saudi market in summer 2023.
IFFCO’s THRYVE™, the first 100% plant-based meat factory in the Middle East, is the region’s leader in providing nutritious, sustainable and healthy local plant-based meat products inspired by the unique flavors of Middle Eastern cuisine.
This recently launched initiative is actively aligned with the United Nations Sustainable Development Goals and the Kingdom’s Sustainable Development Vision 2030, both of which prioritize enhancing sustainable food security and fostering innovation.
Mr. Rizwan Ahmed, Executive Director, IFFCO Group commented: “We are delighted to launch and offer vibrant new THRYVE™ plant-based products in the Saudi market. As pioneers in the Kingdom for over a decade, we have a wealth of experience deeply rooted in our values, making We are able to continue to learn from the rich culture and traditions of the Middle East while leading a healthier future. We actively support Saudi Arabia’s Vision 2030 with the launch of this transformative product in the plant-based segment that will lead to a healthier Middle East , more sustainable eating habits. This will also further promote the development of local, regenerative and environmentally friendly food value operations. The new venture and its expansion build on our Group’s vision of ‘investing in the future’ to continuously deliver resilient and a sustainable food chain.”
This summer, THRYVE™’s specialty products will be available to Saudi consumers at leading Saudi hypermarkets and hypermarkets.
Given the global recognition of the need to reduce reliance on unsustainable products, IFFCO is at the forefront of conducting research to improve the efficiency of natural resources. Through scientific analysis and research, the Group is actively developing and launching solutions with real impact, such as THRYVE™.
THRYVE™ is an innovative plant-based food hub where rediscovered ancient agricultural wisdom is combined with new food research and technology, while preserving the macro- and micronutrient goodness of key ingredient fava beans and celebrating the flavors of local cuisines .
Founded in 1975, IFFCO is a United Arab Emirates-based multinational conglomerate with leading FMCG brands and a range of industry solutions and services that enrich the lives of millions of consumers and customers around the world. More than 80 brands cover more than 100 countries, with operations in 49 regions and more than 15,000 employees. IFFCO’s leading brands include: London Dairy, Tiffany, Noor, Rahma, Al Baker, Hayat and Savannahsold in over 100 countries
THRYVE™ is IFFCO’s first 100% plant-based business in Dubai Industrial City, UAE. The brand creates, produces and sells a range of sustainable and healthy plant-based foods; the THRYVE™ factory is certified vegan, gluten-free and halal. THRYVE™ products include 100% Plant-Based Meat, Burgers, Chicken Burgers, Chicken Nuggets, Koftas, Shish tawook, Shawarma and Kabsa.
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Rana Abu Atta
Head of Corporate Communications
Assistant Manager – Corporate Communications