Mehdi eyes crisp domination

Oman-based Mehdi Foods wants to turn Suroor Chips, its flagship crisps brand, into a regional powerhouse.

  • E-Mail
By  Robbie Greenfield Published  May 7, 2005

A regional potato chip brand that was given a new lease of life at the turn of the year has set its sights on conquering the GCC. Following the re-packaging of Suroor Chips in Oman, Mehdi Foods LLC is now looking to take its flagship product into new markets throughout the Gulf. The company has confirmed that it is close to signing distribution agreements covering Kuwait, Qatar, the UAE and Bahrain. “Our strategy to strengthen and diversify the brand relates to extending Suroor’s success in Oman into other parts of the region,” says Redha Mehdi, managing director, Mehdi Foods LLC. “Since the re-branding, we have had great response from the local market, which was clearly demonstrated by the positive response we witnessed when we recently exhibited at the Gulf Foods Exhibition in Dubai. We received interest from numerous professionals in the snack industry around the Gulf, and will be moving forward to secure more agreements in the very near future,” he adds. The company has been formulating various marketing strategies to boost brand awareness. One initiative following the re-branding was to launch an extensive ‘free tasting’ program in Muscat stores. Suroor ‘Try It’ hit squads are scouring Muscat City Centre and inviting people to taste the crisps. In addition, taste agents are asking consumers to name favourite flavours and picking up ideas for new varieties of crisps. The range is currently available in Ready Salted, Tomato Ketchup, Chilli and Salt & Vinegar flavours in both ‘chip-stick’ and ‘round’ selections.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code