A ground breaking ceremony of the facility at Dubai World Central, close to Al Maktoum International Airport took place in November 2014 and production will start at the end of the year with an official inauguration in early 2016.
'A region of diversity and opportunities'
Rainer Mueller, communications director, Nestlé Middle East, told FoodProductionDaily, the Dubai factory will create synergies in warehousing and logistics to better serve the Middle Eastern region.
“The Middle East covers a region of 13 countries with a population of over 220 million,” he said.
“It is a region of diversity and opportunities; home to developed and emerging economies with affluent populations as well as many who have very little; a majority young population mixing with growing numbers of elderly; and completely different cultural demographics encompassing very strong traditional societies as well as very modern lifestyles.
“It is also a region of health issues where obesity and malnutrition coexist, sometimes within the same community.”
Fresher products for consumers in the Middle East
Mueller said the factory will provide fresher products for consumers in the Middle East and better cater for local tastes using local and regional raw materials.
He said its most successful brands in the region include Nestlé NIDO, Nestlé Cerelac, Nescafé and Maggi have been part of Middle Eastern households for many years.
“We have also been successful in launching innovations that cater to the specific tastes and needs of local consumers such as the first ever instant Arabic coffee Nescafé Arabiana,” he added.
“We source a big part of our packaging material regionally. Ingredients are sourced globally and regionally depending on product requirements and availability.
“The opening of this facility in Dubai will strengthen our local manufacturing capabilities, giving us more flexibility to adapt our products to local consumer preferences. For example, since we started producing Kit Kat locally in 2010, consumers in and outside the Middle East perceive the taste and freshness to be one of the best.”
Nestlé Middle East opened its first import operation in Lebanon in 1934.
It now owns and operates 18 factories in the region with more than 11,000 employees.
It’s Middle East portfolio exceeds 60 product brands in dairy, infant nutrition, bottled water, chocolate and confectionery, coffee creamers, breakfast cereals, and culinary products, among others.