India, Feb. 18 -- Agthia, one of the largest and fastest-growing FMCG companies in the Middle East, continues to strengthen its position in the industry. Headquartered in the UAE, the company operates across various categories such as water and food, snacking, agriculture, and protein, with a presence extending beyond the UAE into the GCC, Egypt, Jordan, and several international markets. In an exclusive interview with FoodTechBiz, Ahmed Yahya, the president of Agthia's Water and Food division, discussed the company's future, innovations, and key milestones in its journey.
Agthia's expanding global presence and diverse portfolio
Yahya provided an overview of Agthia's expanding portfolio and regional presence, stating, "We are proud to say that while our heritage is deeply rooted in the UAE, our operations extend across the GCC, Egypt, Jordan, and several other countries worldwide." The company operates in four primary categories: water and food, snacking, agriculture, and protein. Agthia's flagship brand, Al Ain, dominates the water and food sector, holding a leading position in both the UAE and the broader GCC region.
Yahya highlighted, "Al Ain is a key player in our portfolio, and it's a brand that leads the market both in the UAE and across other GCC countries." Additionally, Agthia's snacking category includes Al Foah, the UAE's largest date manufacturer, and BMB, which has expanded into the coffee and retail business with the renowned Egyptian brand, Abu Auf.
In the agriculture sector, Agthia has established itself as a leader in the animal feed, flour, and protein businesses, particularly in Egypt and Jordan. Yahya emphasized Agthia's diversified portfolio, stating, "Our businesses are quite diverse, and innovation is at the core of everything we do. Whether it's snacking, protein, or agriculture, we aim to meet consumer needs with the best quality products."
Gulfood 2025: A hub for innovation and networking
Discussing Agthia's participation in Gulfood, Yahya highlighted the importance of the event for networking, innovation, and exploring new trends in the industry. "Gulfood serves as an excellent gathering of customers, suppliers, and industry colleagues. It offers us the opportunity to stay updated with global innovations and trends," he explained. He noted that Agthia sees innovation as essential to its growth strategy and focuses on sustainability, digitalization, technology, and talent development.
"At Agthia, we continuously look at ways to innovate-not just through products and packaging but in how we engage with consumers. Gulfood provides a unique opportunity to interact with industry leaders and understand emerging market trends," Yahya added. Agthia's approach to innovation is extensive, encompassing everything from product offerings to the design of their exhibition booths, reinforcing the company's forward-thinking approach.
Sustainability and product innovation at the forefront
When asked about the innovations Agthia is showcasing at Gulfood, Yahya pointed to several key developments. "Innovation goes beyond just product offerings-it includes how we represent our brand and our approach to sustainability," he said. One of the standout innovations is Agthia's PET recyclable plastic bottle, the first of its kind in the region, alongside their plant-based bottle made from 100% plant-derived materials. "We are proud to lead in glass bottle production as well, and we're continuously introducing new ways to innovate in our packaging," Yahya stated.
On the product side, Agthia is unveiling updates to popular items like chicken nuggets, bread, and rice. The company is also preparing to announce a significant partnership with another major brand, which Yahya hinted would be an exciting addition to their portfolio. "Innovation is the oxygen of the business, and we are always looking for ways to improve and create products that cater to consumer needs," he noted.
Milestones in Agthia's growth journey
Agthia has made significant strides over the past few years, with sustainability being one of the company's core pillars. Yahya highlighted several key achievements, including the transformation of Agthia's home office business. A new mobile app has been launched for their five-gallon water segment, allowing users to track orders and make seamless transactions using Apple Pay and credit cards.
"We've also seen significant growth in Egypt, especially with our Abu Auf brand, which has expanded from just being a coffee brand to offering a full experience, including snacks and on-premise consumption," Yahya shared. He pointed out that in the past three years, Agthia has completed six acquisitions but has since focused on integrating those businesses into its ecosystem and optimizing synergies.
Expansion strategies: Distribution partnerships and new acquisitions
Yahya emphasized that Agthia's expansion strategy also focuses on strengthening its distribution capabilities. For instance, Agthia has partnered with VOSS, a premium Norwegian water brand, to handle its distribution across the region. This partnership has proved successful, particularly in the foodservice sector. "Our food service business has grown substantially with VOSS, as well as with Al Ain," Yahya explained.
Agthia has also made a notable acquisition in the rice segment with SunRice, an Egyptian brand that holds a 70% market share in the UAE. Yahya revealed that Agthia is now launching Basmati rice and plans to announce another major partnership during Gulfood. "We are excited to be partnering with Reliance to distribute Campa Cola, a heritage brand from India. This is a significant move for us, and we will be signing the agreement at Gulfood," Yahya stated, adding that this collaboration would help Agthia cater to the Indian diaspora in the UAE.
Adapting to consumer trends in the food and beverage industry
Looking to the future, Yahya shared insights into the key trends shaping the food and beverage industry. "Consumers today are more value-driven, not just price-conscious. They want to know the source of their food and what goes into it," he noted. Agthia has adopted a "Design for Value" approach, focusing on what consumers truly value in their products.
"We listen to consumer insights and build our products accordingly. Whether it's packaging, texture, or the product itself, we aim to offer choices that cater to individual preferences. Consumers are looking for customization, and we're responding with a variety of options, including different packaging and sizes," he explained.
He also observed a growing trend toward health, wellness, and sustainability in the industry. "We are seeing a resurgence in glass packaging, and there is a strong demand for products that cater to specific preferences, much like how Netflix allow consumers to choose content that suits their tastes," Yahya said.
What's next for Agthia in 2025
Looking ahead to 2025, Yahya emphasized that innovation would remain Agthia's top priority. "We have many exciting products in the pipeline, and we will continue to focus on delivering consumer-led, customer-focused innovations across all our business units," he said confidently.
He also encouraged attendees of Gulfood to visit Agthia's stand to explore their diverse range of products, from breakfast options like parathas to healthy snacks and hydration solutions. "Agthia offers an all-day food solution that meets diverse consumer preferences and health needs," Yahya concluded.
As Agthia continues to innovate and grow, it's clear that the company is not only a leader in the FMCG space but also a forward-thinking force in the food and beverage industry, committed to sustainability, consumer satisfaction, and continuous improvement.
Published by HT Digital Content Services with permission from FoodTechBiz.