Pakistan’s leading Sufi Group makes its foray into UAE frozen food market

  • Introduces Simply Sufi range of ready-to-cook and fully cooked chicken products. Traditional flavours and unique recipes to tickle the Asian taste buds.
  • Convenience and increasing number of working population to drive the category growth
  • Available at a Safeer, Nesto, Pakistan Super Markets and Union Co-op amongst others.
  • Brand to hit Lulu Hypermarkets and Carrefour stores soon.

A household name in Pakistan and amongst the top 5 business conglomerates of the country, Sufi Group of Companies has now launched its popular Simply Sufi range of ready-to-cook and fully-cooked chicken products in the UAE. The wide range of delicacies– numbering 21 in total – especially caters to Asian taste buds with products ranging from Shami Kebab to Seekh Kebab, Gola Kebab and Reshmi Tikka in its fully cooked category and Chicken Rollers, Chicken Fries, Chicken Nuggets, Burger Patties, Chicken Patties, Badami Kofta, Cheese Balls, Chapli Kebab and Chicken Samosa in the ready-to-cook range.

Currently, the Simply Sufi ready-to-eat and fully-cooked products are available at Safeer Group Hypermarkets, Nesto Hypermarkets, Pakistan Super Markets, Medina Super Store, Sharjah and Union Co-op, Dubai stores. The brand will also be available at Lulu Hypermarkets and Carrefour Stores soon.

“The Simply Sufi range has tasted huge success in Pakistan, and now we look forward to repeating the same success story here,” said Mr Tariq Ullah Sufi, CEO, Sufi Group of Companies, “The UAE is a great market to start with, not just because of the diversity it promises, but also for its reputation as the gateway to the rest of the world. Moreover, the population make-up of the country is such that there is a significant number of single expatriate workers and families with both partners working who are always looking for ready-to-cook and eat options. We also feel that consumers are becoming more price conscious, preferring discounts and bundle offers when shopping for packaged food products.With Simply Sufi’s unique blend of wholesome meals, we’re confident that the brand is a great addition.Already since its soft launch 10 months ago, we have seen a growth in its demand and popularity which has been very encouraging.

“There is a growing demand for quick and easy cook meal solutions and convenience seems to be the biggest driver of the growth along with the price proposition that it offers. Whether it’s a large gathering, a simple get-together or the urge for a delicious lavish meal, we are able to fulfil all this at a fraction of the cost that one would normally pay eating out. Additionally, our unique traditional flavours, spices and recipes will particularly cater to the taste buds of the Asian community while the short shipping distance from Pakistan guarantees freshness”, further commented Mr Tariq.

Commenting on the thriving ready-to-eat range of products in the UAE market, Mr Hamza Tariq Sufi, Director, Sufi Group of Companies, UAE, said:“While it is true that there are a number of such products in the category available in the UAE market, I believe our biggest differentiating factor is the unique flavours that we are introducing, for example, Badami Kofta, Chapli Kabab, Gola Kabab and Reshmi Tikka, are certain to tickle the taste buds of Pakistani and Indian population here. Our food is not just delicious, but just as nutritious, hygienic and MSG free. All our products are halal and maintain highest quality standards. With utmost commitment to brand values of quality, the company has championed customer satisfaction and quality assurance emerging as one of the FMCG leaders in Pakistan”.

With the objective of reaching out to maximum consumers in the UAE, Sufi Group of Companies plans to establish a wider distribution channel for ready availability of Simply Sufi products. In the long term the company is looking to expand to other GCC countries and eventually to Europe, and Northern America.