Link innovation to consumer needs

Tariq Ahmed Al Wahedi, Agthia Group CEO

Innovation can take many forms, but the most successful initiatives are those that are created to address the needs of various consumers, said Tariq Ahmed Al Wahedi, Agthia Group CEO.
Speaking at Gulfood 2019, during the launch of the group's new products, Al Wahedi said: "Our pipeline of innovation is full throughout the year, but this year we decided on something new. We are setting the tone for the whole year and raising the bar for competition. Our new products represent our dedication to our customers, their health, and to sustainability."
Agthia unveiled the region's first zero-bromate-branded drinking water called 'Al Ain Zero Bromate', alongside the region's first vitamin D fortified flour called 'Grand Mills Vitamin D'. Al Ain Zero Bromate is a bromate-free drinking water, which will be available in pharmacies and hospitals in March this year; it is light on the kidneys for people of all ages, suitable for people with pre-existing kidney conditions and it is one of the best waters to consume during pregnancy. The Grand Mills Vitamin D Flour is a multipurpose fortified flour that contains 100 per cent of the total daily requirement of Vitamin D. It will be available across major retailers and hypermarkets throughout the UAE from March 2019 onwards.
"When it comes to innovation, we have raised the bar from being just a food company to looking at pharmaceuticals," Al Wahedi said. "Our focus is on meeting the gaps in the market and one of the segments that we have identified are individuals with medical conditions such as Vitamin D deficiency. We know that a fair portion of the population suffer from Vitamin D deficiency and we want to make it easier for them to remedy this. All of our products are representative of the shift in consumer awareness. Today, if you look at shoppers in supermarket aisles you will see that they are looking at the nutritional information listed at the back of the products. There is more of an awareness about healthy eating. Consumers are aware about bad ingredients in products and we see this as an opportunity, not a challenge."
Vitamin D flour is the second product introduced by Agthia to contain Vitamin D. Last year, the group launched the world's first and only vitamin D water, Al Ain Vitamin D, with no preservatives, colorants or flavors. Other products launched by Agthia at Gulfood included Alpin Alkaline, a mineral water rich in alkalizing compounds; Yoplait Lactose Free, a lactose-free fruit yogurt; and Al Ain Water Bag-in-Box (BiB), the first of its kind in the region.
- rohma@khaleejtimes.com