Barakat Group, one of the leading homegrown suppliers of fresh produce, has introduced a fresh look with a new logo and redesigned packaging.

The 44-year-old company is aiming to appeal to a wider demographic of customers who are attuned to the importance of health and nutrition in their daily lives.

Along with this, the brand is tapping into key health, lifestyle and sustainable trends for 2021 and beyond. The company said it is embarking on its most ambitious restage campaign in line with the rapidly changing consumer trends of health and nutrition.

“We are excited to unveil the first refresh of the Barakat brand for almost two decades.  It is through extensive market research that we have seen the growing need for established home-grown brands to appeal to new demographics of consumers. With a promising outlook, as well as big plans to continue to grow through e-commerce and explore exciting sustainable partnerships and practices, we are confident in this new direction for the Barakat brand,” said Rashid Mohamed Alabbar, Board Member at Barakat.

As part of the brand redesign, Barakat Group will continue to expand its ecommerce platform, which was unveiled in 2018, and includes partnerships with online marketplace such as noon.com.

Recent studies have shown that the Middle East and Africa fruit and vegetable juice market is projected to register a CAGR of 6.24 per cent during the forecast period, 2020-2025. Although current average per capita consumption of fruit and vegetable juices in the Middle East & Africa region is comparatively lower than that of the developed regions it is increasing at a quick pace. The entire GCC fruits and vegetable market is expected to register a CAGR of 8.6 per cent during the same forecast.

Founded in 1976, the redesign positions the Barakat Group as a brand with a core asset for fresh produce to supply the growing consumer demand and awareness of the sector. The design update incorporates a tagline ‘We serve the best of fresh’, which is crucial to the brands heritage and gold standard reputation.

In addition to the restage, Barakat Group is implementing long-term strategies, such as forming agreements and partnerships to adopt sustainable and environmentally responsible practices for the group. The group has set benchmarks on quality standards with certifications like ISO9001, ISO22000, FSSC 22000 and Halal.

“This refresh marks an exciting new chapter in the future of the homegrown UAE brand that is set to support digital growth, enhance consumer reach, and support the planet sustainably,” the company said in a statement.