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Top German snack manufacturer eyes Middle East market

United Arab Emirates: Saturday, June 03 - 2006 @ 09:18

As per the agreement, Foodco will supply XOX Group’s Crisps, Flips, Onion Rings and Cheese Balls besides delicacies such as crispy-crunchy Knabber-Krusten; Pixies, Craxies and Mixies in XOX Box; ApfelChips; ‘XOX Naturell’ for the health-conscious and environmentally-oriented; XOX Biscuits; “Dolly’s – Fine Mixed Cakes; XOXinos fine bitter & white chocolate; and Dollys Classic brands throughout the GCC region.

Foodco, which recently announced a 46% increase in its net profits to AED133 million for the year ended December 2005, already deals in a wide range of premium brands, export and distribution of essential commodities like rice, sugar, salt and cooking oil.

XOX is a family-owned enterprise based in Hameln, northern Germany, and has operations in more than 10 countries throughout Europe. The company has expanded significantly in the past six years and currently has four different brand names. Its turnover runs into tens of millions per annum.

“XOX is a name linked with tradition and philosophy. With innovative products made from the finest ingredients to the highest quality standards and a fair price/performance ratio, we enjoy an exalted place in Germany’s shelves,” said Jovana Ehlerding, XOX.

“For Foodco, this prestigious German name will add further value to the fast-expanding portfolio,” Hagop Kassabian, Marketing Manager, Foodco said and added that XOX products are renowned for their finest ingredients and the most modern manufacturing methods which guarantee a consistently high quality.

“As a professional and reliable partner, XOX offers a comprehensive service package. In addition to our own strong brand line with an appealing packaging design, XOX also has an extensive range of private label offers,” said Jovana.

“Fresh top-quality products are made with optimum utilisation of carefully selected, high-performance production facilities in co-operation with other partners. However, XOX is responsible for all of the marketing, sales and logistics tasks as per the collaboration agreement,” Jovana added.

Because of a slim and efficient administration, XOX partners enjoy the benefit of fair, realistic price/performance ratio that exceeds the required flexibility, providing the best basis for a successful partnership.

FOODCO’s high profile brands at present include household names such as Virginia, Shehrazade, Mubarak Basmati Rice, Hafeet Spring Water, Quick Tea, F Tissues, Wrap ‘n’ Roll Aluminium Foil, Master Food and Master Chef range of food products. Foodco also has sole agency rights of major international brands such as Pasta Zara, Orlando Vine Leaves, Languiru Frozen Chicken, Golden Frozen Chicken From Frangasul-Doux, Jelly Joy Juice and Pak Dairy.

The company is strategically located to efficiently access both domestic and export markets. It is also a volume supplier of frozen poultry, meat and vegetables to Saudi Arabia, Oman, Qatar, Bahrain, Kuwait, Yemen, Iran and Egypt.

The FMCG company recently made a foray into associated businesses like packaging and providing a range of solutions to the foodstuff industry.

Half of the company’s business is with the MENA markets, 20% with the Indian Sub-continent and the rest with Europe.

Foodco is a public shareholding entity that operates under the patronage of The President His Highness Sheikh Khalifa Bin Zayed Al Nahyan. The company is headquartered in Abu Dhabi with branches in Dubai and Al Ain.

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Saturday, June 3- 2006 @ 9:18 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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