Hayatna’s Ethnic range wins the ‘Most Innovative F&B Product’ at the Abu Dhabi International Food Exhibition

Abu Dhabi, United Arab Emirates, 28 December 2022

The home-grown brand continues garnering accolades for its ceaseless innovation in the category and for enriching people’s well-being in the nation. In the recently held Abu Dhabi International Food Exhibition (ADIFE), Hayatna’s Ethnic range of Lassi, Rose Lassi, Chaas and Masala Chaas bagged the coveted ‘Most Innovative F&B Product’ award. 

ADIFE was held under the patronage of His Highness Sheikh Mansour bin Zayed Al Nahyan and other eminent personalities. With a wide-scale local and international participation of more than 445 specialized companies from 41 countries, including 20 national pavilions, ADIFE is rightly touted to become the most prominent exhibition in the field of food, beverages, and hospitality in the Middle East and the world.

Talking about the win, Mr. Wasfi Kaso, CEO at EFI said, “It is a great honour to be bestowed with this prestigious award. The motivation behind coming up with this range was to simply provide a genuine experience of global taste, through locally sourced fresh ingredients. EFI has always been committed to providing consumers with the freshest and highest quality products, and now, with Hayatna, the most innovative as well.”

Hayatna has previously enjoyed felicitation at the Dubai International Tate Award 2022 in the packaging category. And was also included in the highly respected ‘Superbrands 2022 edition.’ 

The rapidly growing F&B brand serves more than 150 products in 20+ categories. Their offerings include fresh juice, long life juice, long life milk, fresh milk, fresh flavoured milk, fresh laban, fresh yoghurt, Greek yoghurt, fresh cream, spreadable cheese, and Mozzarella cheese. 

Hayatna’s ethnic product line falls under a unique category that has been created to address the preferences and special flavours of a large consumer group. The dairy products are specially formulated based on popular taste and traditional values with a modern interpretation.

Elaborating on the need for such a segment, Mr. Mohsin Abrar, Marketing Director at EFI commented, “UAE is home to a diverse population of residents with varied tastes in global cuisine. Hence, we decided to focus on the requirements of the ethnic consumer base and came out with a wide array of products that hits the right notes of nostalgia and provides a familiar, homely feeling to our consumers. We want to give the residents of the country a chance to explore internationally-loved delicacies, right at a store near them.”