GFI, IBFI, And Super General Team Together to Provide Consumers with Value-Added Food and Beverage experiences

  • June 6, 2023
GFI, IBFI, And Super General Team Together to Provide Consumers with Value-Added Food and Beverage experiences

The Albatha Group, a UAE-based conglomerate with 25 autonomous companies that specialize in industries as diverse as real estate, FMCG, electronics, manufacturing, healthcare, and automotive, has taken advantage of the individual strengths and synergies of the brands it manages to offer customers creative value-added brand partnerships, promotions, and experiences.

In order to give families the best means of preparing scrumptious Iftar and Sohour meals at home during Ramadan, Global Food Industries (GFI), the UAE's top domestic food manufacturing company and the company behind the well-known Al Areesh ready-to-cook meals, teamed up with Super General.

With their "Cook with Al Areesh" and "Ramadan Kitchen Makeover" campaigns, two important brands within the Albatha Consumer group demonstrated how GFI and Super General are the ideal partners for allowing customers to cook Al Areesh's ZING Crunchy Chicken line to perfection using an air fryer.

As we move into the summer, International Beverage and Filling Industries (IBFI), a significant brand within the Albatha Consumer group and the manufacturer of the market-dominating Star Soda brand, has partnered with Super General to provide consumers with a cool way to cool off during the summer's oppressively hot weather while also giving customers the chance to win premium home appliances valued at AED50,000.

"Since our inception, we at GFI and IBFI have always had the consumer at heart in creating a range of delicious ready-to-cook meals under the Al Areesh brand, as well as delightfully refreshing beverages under the Star Soda brand," said Marwa Hassan, Head of Marketing at GFI and IBFI. "Super General's air fryer is the ideal choice for bringing out the crisp, softness, and alluring tastes of the Al Areesh ZING Crunchy Chicken because of how simple and practical it is to prepare. In contrast, consumers may enter to win a selection of one of the greatest home appliance brands in the world while sipping on Star Soda's cool beverages and escaping the summer heat.

Clearly, our partnerships have improved Al Areesh, Star Soda, and Super General's brand equity, Marwa said. Additionally, it increased consumer knowledge of how our synergies can provide every family with the finest flavor, quality, and practical solutions. Because of the enthusiastic customer response to these initiatives, we are investigating further opportunities for future partnerships with other brands from the Albatha Group.

The chance to collaborate with GFI and IBFI on these occasions, according to Super General's head of marketing Udit Agarwal, has been simply amazing. Households are guaranteed the safest electronic cooking equipment, like our air fryer, when they purchase one of our kitchen items, which are made to the highest standards of world-class quality. In addition, our products have technology that guarantees every meal is cooked to perfection. I want to thank everyone who took part in these initiatives since these partnerships have really been a big success.

Super General's partnership with GFI's Al Areesh and IBFI's Star Soda are cleverly planned alliances that have helped all three brands stand out and showcase what makes them special, help them cut through the noise, reach new consumers, and give consumers a distinctive way to experience the superior quality of all three brands.