Al Islami Foods serves up a new brand identity
With ‘Food is a blessing’ tagline
Al Islami Foods, a leading premium frozen food brand in the United Arab Emirates (UAE), has officially launched its brand identity, which focuses on today’s and future consumers and the values of its Emirati founder.
The Dubai-headquartered company’s new brand strategy was unveiled in Dubai on September 25, 2024.
A revitalised brand logo with the tagline ‘Food is a blessing’ is now being rolled out across the brand’s packaging for whole chicken, chicken parts, franks and sausages, burgers, minced meat, international flavours, family packs, crunchy items, snacking, seafood, vegetables, French fries, and fruit.
The refreshed logo and tagline embody the spirit of Emirati culture and the legacy of the company’s founder, Saeed Lootah, while also appealing to a new generation of consumers.
Customer-centric
At the new brand identity launch ceremony, Nasser Talib Nasser, CEO of Al Islami Foods, highlighted the firm’s commitment to creating a customer-centric approach emphasising “purity, caring, and integrity”.
Watch the new brand identity launch event video here:
He detailed how the company, known for its innovative packaging solutions, has tirelessly worked to redefine its brand values in a rapidly changing marketplace.
“Our new packages represent our team’s hard work and dedication,” Nasser stated. “We have built every aspect of our packaging from the ground up, ensuring that our logo and imagery reflect our commitment to quality and authenticity.”
He emphasised that the new packaging is designed to contain products and convey that food is a blessing, aligning with Emirati cultural values. The refreshed logo is also intended to be future-proof.
Premium quality
Saleh Abdullah Lootah, Managing Director of Al Islami Foods, reaffirmed the company’s commitment to providing premium-quality, authentic halal, nutritious products to consumers in the UAE and globally.
Nasser said that with a renewed focus on Emirati heritage and the founder’s values, Al Islami Foods is well-positioned to strengthen its global leadership in providing a diverse range of halal food products.
With branches in Brazil and beyond, Nasser acknowledged the challenges faced by the company but remained optimistic about the future. “We will not compromise on our vision,” he declared. “We are here to meet the expectations of a new generation of consumers.”
Global reach
As one of the biggest food distributors in the GCC region, Al Islami continues to innovate. Nasser affirms the company’s promise to deliver excellence in every package while ensuring that the new ‘Food is a blessing’ message resonates with customers worldwide.
He stressed that Al Islami ensures that its poultry and meat products are real halal, hand slaughtered, never stunned, with no hormones or antibiotics added, and made with olive oil. Dubai Municipality considers Al Islami products to be the benchmark for halal products.
Zubair Ahmad, Director of Marketing & International Sales at Al Islami Foods, stated that the new brand strategy is a bold move to enhance market presence, adding: “The development of the new frozen food packs has been an extensive process, requiring significant research and meticulous planning. Each element was thoughtfully crafted to meet the diverse needs of our consumers.”
Ahmad noted: “To support this launch, we have an exciting array of marketing activities planned. A comprehensive outdoor campaign titled ‘Food is a blessing’ will soon be visible across our rebranded vehicles and numerous retail locations. With over a thousand stores involved, this rebranding effort aims to elevate our brand equity to new heights.”
Al Islami is recognised for its dedication to quality and safety. It has been a pioneer in the halal food sector since 1970 and a household name in the UAE and the rest of the GCC region. In 2023, it was listed among the Top five Halal Products Companies in the Organization of Islamic Cooperation ranking.
Featured image: Nasser Talib Nasser, CEO of Al Islami Foods, introduces the company’s new brand identity in Dubai on September 25, 2024. Credit: Arnold Pinto
