Truebell expands retail and food operations with new distribution contracts

Brands including Yorkshire tea, Daioni and Lemon Square now have logistics handled by Truebell in UAE
Truebell, Logistics, Fmcg, Dubai, 3pl


UAE-headquartered importer of fast-moving consumer goods, Truebell, has entered into exclusive distribution agreements with a number of leading brands including Yorkshire tea, Daioni and Lemon Square, to begin distributing their products during the first quarter of 2019.

Leading retailers across the UAE such as Spinney’s and Carrefour will be stocking up on products such as Yakult Light Probiotic Milk from Japan, Palmdream coconut water (Brazil), Yorkshire Tea (UK), Soignon cheese from France, Daioni organic milk (UK), Namet meats (Turkey) and Lemon Square cakes from the Philippines.

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Meanwhile, Truebell’s food service division will see the launch of a variety of cheeses from Olympus Dairy (Greece); Parisette bakery mixes from France and a range of new products from La Rose Noire – providing chefs with both sweet and savoury delicacies such as chocolate shells and globes as well as chocolate decorations for pastry chefs.

Truebell Director Jitendra Gandhi said the company’s 25,000sqm purpose-built fulfilment centre, which opened in Dubai Industrial Park during September 2018, accommodates a wider range of dry, frozen and chilled goods in greater volumes.

“Ordinarily the first quarter of the year is the busiest within the retail and food services division before the summer sets in and 2019 is no different,” he said. “These partnerships further underscore our expansion plans in the retail and food sector following the opening of our new state-of-the-art distribution centre.”

“This facility was custom-built and incorporates design with technology, which enables us to provide exceptionally efficient service, delivering the freshest, top quality products to our customers,” he added.

Truebell’s retail and food services business continues to benefit from the Gulf’s favourable geography and the ongoing growth in hospitality and retail. The UAE alone has over 16,000 F&B outlets, which is expected to rise to 19,000 by 2020.

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Meanwhile, the UAE’s retail market is projected to grow by CAGR 4.9% to over AED259 billion by 2021, while Dubai’s retail market is expected to grow by 5.6% during the same time period, according to research by Dubai Chamber of Commerce and Industry.

Adding to this, research from Euromonitor International revealed retail sales across the UAE, Saudi Arabia, Oman and Kuwait are projected to increase by more than US $24 billion over the next five years, with the UAE expected to lead this trend with an estimated growth rate of 16 per cent.

Truebell has grown steadily since it was established in 1984. To date it has a portfolio of over 10,000 products, underscoring its position as a leading importer, wholesaler, distributor and exporter in the GCC.

“Plans are already afoot to expand our wide-range of existing products under our retail and food services division, with further announcements expected over the coming months,” said Ghandi.

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