Cerealto Siro Foods, the international business of Spanish food firm Grupo Siro, is eyeing entry into the Middle East market.
Speaking to just-food at the Gulfood 2015 trade show in Dubai, a spokesperson said Cerealto Siro was looking at options of launching its baby food brand, Nutriceal, into the region.
Nutriceal was a business formed following an acquisition of Danone‘s Milupa-making plant in Lisbon, Portugal, in 2013. Its range includes five milk-based cereals and three plain baby cereals.
“The demand here [Middle East] is good for baby products,” the spokesperson said. So far, interest in the range had been “high”, the spokesperson added.
In Dubai, where imports are the norm, consumers have access to a wide range of international baby food products from companies including Nestle and Fonterra. The spokesperson said she believed the company had a competitive range of products under the Nutriceal banner. “We believe we have a good product – our quality is very good”.
The range recently gained halal certification and each product comes with a halal label. The spokesperson said seeking halal certification was done with the Middle East market in mind.
When asked why the Middle East was a key target market, she added: “We want all the babies in all the world to eat Nutriceal products – the Middle East is a very important product for us, because there are lots of people here.”
