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News

ASAAT to open in DIC

23 - October - 2008

ASAAT is in the final stages of preparation to launch our latest office, warehouse and co-packing facility in Dubai Industrial City (DIC) by December this year.

"Our DIC facility will offer us the much needed additional space we require to expand our UAE Distribution operation.  Though we have in-house Co-packing capability at a number of our warehouses situated around the Emirates, our DIC operation will host "ASAAT Packing Solutions", offering as a stand-alone service, a 360 degree packing solution from pack - design to shelf - ready format." Pritesh Depala, Executive Director - ASAAT 

Contact the ASAAT Team

19 - October - 2008

To contact the ASAAT team at Sial 2008 please dial 00 971 50 651 7834 

Kusmi Tea ties up with ASAAT

10 - September - 2008

ASAAT is proud to introduce the highly acclaimed "Kusmi Tea" brand to our growing portfolio. 

"Kusmi Tea" brand has become synonymous with superior quality in packaged teas and boasts a legendary status within the "Tea" world.

Offered in only the most exclusive retail and hospitailty establishments worldwide, Kusmi Tea as a brand, carries status for not simply its customers but any establishment authorised to serve it.  

"The addition of Kusmi Tea to ASAAT's portfolio will serve to add greater depth to the product offerings that we provide our customers.     

Kusmi Tea... 140 years of history!

Ramadan Mubarak!

01 - September - 2008

The ASAAT team would like to extend our sincerest gratitude to all our Principals, Partners and staff and would like to take this opportunity to wish you all Ramadan Mubarak!

ASAAT set to launch new Branding!

30 - August - 2008

ASAAT is currently in the final stages of preparation to launch our all-new corporate branding. 

"The branding exercise marks the final stage in ASAAT's corporate repositioning, requiring an extensive evaluation of our corporate strengths and weaknesses.  The exercise has helped us to craft a more adaptable business model which can integrate more efficiently with our growth and diversification objectives.  This in turn, should help us to deliver a more effective all round service to our Principals and Partners."  Pritesh Depala, Director - ASAAT

TCBME goes GRAND!

09 - August - 2008

TCBME ties up with Grand Cinemas, the largest and fastest growing chain of cinemas in the Middle East, to launch their new hospitality solution. 



"We are excited to work with and provide this service to Grand Cinemas Group and intend to provide their customers with another unique and value-added product offering.  Grand Cinema's brought superior cinematic entertainment to the Middle East and as such was the perfect choice of partner to develop our new cinematic hospitality offering."  Pritesh Depala, Managing Director - The Chocolate Bar Middle East (TCBME)

IPSA products hit the UAE with ASAAT!

21 - July - 2008

ASAAT is excited to announce the addition of IPSA products to our growing Foodservice portfolio.  IPSA offers a superior range of Italian products catering to the full spectrum of Foodservice customers. 

IPSA... for all your baking needs!

JUMEL and ASAAT team up!

14 - July - 2008

Jumel Jams and Sauces get set to spread across the UAE!  

Offering an exceptional taste and quality of produce in an array of delicious flavours and packaging styles, Jumel will provide a Fresh and tasty alternative for Food service consumers throughout the UAE. 

Royal Brand Rice

25 - June - 2008

ASAAT and LT Overseas extend our Association further with the upcoming launch of "Royal Brand" rice to the expanding UAE markets.

Cargill's opens trade with ASAAT

19 - June - 2008

ASAAT is happy to announce that we have been selected by "Cargill's Ceylon Plc" one of Sri Lanka's corporate giants to distribute their "Kist" brand in the UAE, and soon throughout the GCC. 

"Kist" brand will cater to a wide range of consumers offering a superb quality of product at a fair and genuinely affordable price. 

ASAAT goes to Colombo

18 - June - 2008

ASAAT is happy to confirm that we will be distributing "Sun Island's" popular brand of Sri Lankan "Colombo" rice,

Maliban to hit GCC with ASAAT!

17 - June - 2008

ASAAT is excited to announce that Maliban has awarded us their GCC Brand Management function after the exceptional growth demonstrated by their brand in the UAE market.  

"We are keen to accept this challenge and are confident that given our growing portfolio of international products and a concerted effort, we are able to offer a solid and growing benefit to our regional partners.  We are very proud that ASAAT has, in one year, become the regional representative for the majority of Sri Lanka's largest FMCG companies, and that this Association is set to grow further in the years to come."  Pritesh Depala, Director - ASAAT

Munchee Brand signs up for GCC!

16 - June - 2008

After taking over distribution of the Munchee brand in the 4th Quarter of 2007, ASAAT has managed to succesfully carve a strong and growing market for Munchee products in the UAE. Fast becoming recognised as a local player in each of the product categories in which it has representation. 

Since the successful re-introduction of the Munchee brand to the UAE Market, ASAAT has been appointed to Manage the Brand throughout the GCC Region.  

ASAAT to rock the GCC!

12 - June - 2008

 ASAAT's Brand Management operation has gained a considerable momentum since we announced it late last month, with a phenomenal response from our existing Principals and Suppliers.  

"We are currently in the final stages of negotiation with a number of new and high profile Principals who are keen to join ASAAT's Brand Management portfolio over the coming months and take advantage of the Regional Distribution Solution we intend to offer."  Pritesh Depala, Director - ASAAT 

ASAAT to distribute COS labels in GCC!

09 - June - 2008

ASAAT is excited to announce that we have been selected by Thai Union and COS International to distribute their World Famous "Chicken of the Sea" seafood brand throughout the GCC markets!

"It gives us great pride and satisfaction that our long-term and growing relationship with "Thai Union" is deepening further still with ASAAT's appointment as distributors for their World Famous "Chicken of the Sea" brand in the GCC."  C. Ramakrishnan, General Manager - ASAAT

ROKA Crispies to hit the GCC with ASAAT!

04 - June - 2008

ASAAT will soon be launching ROKA Cheese Crispies in Oman, Kuwait, Bahrain and Qatar in addition to the UAE.  

"ROKA's ranges of delicious snack foods is guaranteed to whet the appetites of even the most discerning of GCC consumers, whom over the years, have become accustomed to a superior taste and quality of snack food items."  Pritesh Depala - Director ASAAT

ASAAT joins hands with Imperial Taste!

03 - June - 2008

ASAAT gears up to introduce "Imperial Taste" brand of Thai rice to the UAE Market.  Imperial Taste brand caters to the growing demand for good quality Thai Rice at a fair price to our customers in the UAE Market.  

Imperial Taste... Great quality rice at an even better price! 

ASAAT to launch "DAAWAT Devaaya" basmati!

02 - June - 2008

ASAAT is happy to announce our selection as the official distributors for "DAAWAT Devaaya" Brand of basmati rice for the UAE. 

Daawat Devaaya is a superb quality, affordable Basmati rice catering to both Retail and Institutional consumer demands.

Daawat... the preferred Basmati for households throughout India.
 

ASAAT given KODAK batteries distribution for GCC!

01 - June - 2008

ASAAT is proud and excited to announce that KODAK has chosen to extend our UAE Batteries distribution agreement to incorporate the entire GCC.  

ASAAT to partner with The Chocolate Bar ME

27 - May - 2008

ASAAT's focus and increasing capabilities as a regional company has led to our selection as the distribution partner for The Chocolate Bar Middle East (TCBME) throughout the MENA region.

TCBME and it's soon-to-be-released hospitality brand, is set to launch in June through a series of key tie-ups with a number of high-traffic entertainment and hospitality locations situated throughout the Middle East. 

"We are keen to provide our clients with a value-added experience that they can offer their customers.  Ensuring that they can provide a sensational and uniquely delicious product concept to their end-users."  Pritesh Depala - The Chocolate Bar Middle East  

Oriol Balaguer Middle East and ASAAT team up!

14 - May - 2008

ASAAT Foodservice is excited to have been selected by Oriol Balaguer ME to distribute their range of chocolate, specialties, travel cakes, cakes and nougat products.  This partnership is an exciting opportunity for ASAAT Foodservice and is a significant milestone in our quest to realise our Corporate goals. 

"The addition of Oriol Balaguer products to our distribution portfolio provides ASAAT Foodservice with a superior quality and range of Chocolate and Pastry products in a variety of exceptional and unique flavours, guaranteed to satisfy even the most discerning of customer needs" Pritesh Depala, Director - ASAAT 

ASAAT to distribute Gourmante in MENA and India.

08 - May - 2008

ASAAT is very pleased to have been selected to represent Gourmante products for the MENA and Indian markets.  

Gourmante has nine main product categories, each offering authentic, natural, exciting and diversified products suited to the Consumer Retail, Catering and Food Service market segments. 

Gourmante's introductory range consists of the finest products from Greece, chosen for their exceptional quality and impeccable presentation.  

WACS Congress coming to Dubai in May.

12 - March - 2008

May 12th to 15th will see another first for the UAE.  The World Association of Chefs Societies will hold its 33rd biennial World Congress at the Dubai International Convention and Exhibition Centre.

Hosted by the Emirates Culinary Guild, the event will showcase the UAE as a centre for culinary prestige and excellence.

To find out more about this event, please visit www.wacs2008.com

ASAAT Food Service gathers momentum

25 - February - 2008

Since commencing activity in January, 2008, ASAAT Food Sevice has gathered a considerable momentum and is rapidly becoming recognised as a premiere Food Service Distribution company in the UAE.  Now fully operational, ASAAT Food Service is an integral part of our 360 Degree Distribution Solution promise. 

ASAAT to announce new Priya contest dates

17 - February - 2008

In order to give all our participants more time to offer up their entries ASAAT Food Service is pleased to announce that due to popular request, we are pushing back the entry dates for the Priya "So... you think you can cook?" competition.

The amended Competition dates, Competition Rules, Entry details and Prize details will be made available on our web-site and via Direct mail.  

ASAAT Food Service is honored to have received such a positive response from the industry and we are keen to ensure that the competition be run to the highest standard.  We look forward to having the opportunity of meeting you all and wish each of you the very best of luck in creating what could be the first Priya "So... you think you can cook?" Winning Recipe!

ASAAT to open Umm Al Quwain office on Feb 15th

05 - February - 2008

On February 15th, 2008, ASAAT will open it's newest office and warehouse facility in the growing Emirate of Umm Al Quwain.  The Umm Al Quwain office and warehouse facility, will take ASAAT's operations to a greater level of efficiency, optimising our distribution capabilities and improving the total solution we will provide to our Principals.

EKFC gives ASAAT the green light.

24 - January - 2008

After passing the EKFC Food Suppliers Certifcation Audit on December 15th of last year, ASAAT has been awarded the status of "Approved" supplier for Emirates Flight Catering.

"We are excited to have been "Approved" by Emirates Flight Catering and are grateful to have been given this valued opportunity.  Despite this achievement, however, we at ASAAT will continue to find new ways of fine-tuning our operations, all the time striving to improve the level of service that we can offer to our Principals."  Pritesh Depala - Director ASAAT  

ASAAT's Aktar Hossen Mondal runs to win!

18 - January - 2008

Aktar Hossen Mondal made ASAAT proud with a superb result in the 10km Dubai Marathon.  Aktar after only one month of irregular training took on a field of thousands of runners, placing well within the first 50 runners.  Official results still have not been released but after starting the race amid a hoard of other particpants and well after the pro's, Aktar finished the race in brilliant time. 

"Aktar's determination and exceptional achievement make us all at ASAAT truly proud.  On a personal basis he has showcased his evident capability, and company-wise he has given us a valuable new insight into the region's changing mind-set.  Well done on a great result!" Pritesh Depala - Director ASAAT

Happy New Year!

01 - January - 2008

ASAAT would like to thank all our principals and partners for their continued support.  We wish you all the best of success and happiness in the New Year! 

NONIONS and ASAAT team up

31 - December - 2007

NONIONS by ANGT is a delicious sauteed onion paste for your kitchen convenience. Ready to use and sauteed to perfection, NONIONS has all the great taste of freshly sauteed onions but without the hassle of peeling, crying, frying or freezing.

ASAAT wins distribution for Kodak FMCG

17 - December - 2007

ASAAT wins distribution for Kodak FMCG. Fending off stiff competition ASAAT's team wins the UAE Distribution for Kodak Batteries. “This marks an important step in the history of Al Sharq Al Aqssa and is testament to our capability and coverage in the UAE market today.” Pritesh Depala – Director ASAAT

Elephant House launches Cream Soda

10 - December - 2007

Elephant House adds to their market presence with the launch of their Cream Soda in the UAE. After ASAAT’s success with Elephant House Ginger Beer in the UAE market, Elephant House have introduced their Cream Soda brand to the consumers of the UAE.

ASAAT was appointed sole distributor for Irn-Bru

15 - October - 2007

As of Monday the 8th October ASAAT was appointed sole distributor for Irn-Bru and other AG Barr products for the UAE by Jefferies International Group. “AG Barr has a long and successful history and one that we at ASAAT feel privileged to have been selected to represent.” Pritesh Depala – Director ASAAT. Other products in AG Barr’s range include Diet Irn-bru, Irn-bru 32, Orangina, Tizer, St. Clements Originals, D&B (Dandelion & Burdock), Simply…, Ka, Findlay’s Natural Mineral Water and Strathmore Still/Sparkling/Flavoured Waters.

ASAAT to attend Anuga Trade Fair in Cologne

24 - August - 2007

Al Sharq Al Aqssa Distribution will be attending Anuga Trade Fair in Cologne, Germany from the 13th – 17th October, 2007. Anuga is regarded as the most important trade fair for the world of food and beverages

ASAAT branding exercise set to turn heads

21 - August - 2007

Al Sharq Al Aqssa branding exercise set to turn heads. “For many years now the Distribution division of Al Sharq Al Aqssa has remained in the shadow’s. Our primary focus being to showcase our Principals brands as opposed to promoting ourselves. However, changing times and stronger competition has brought to light an inherent re-branding opportunity that we intend to utilize not solely for self-promotion but more importantly, to promote and enhance the 360 degree distribution solution we offer to our principals.” Pritesh Depala – Director ASAAT

ASAAT lands UAE Distribution for Munchee Biscuits

19 - August - 2007

ASAAT lands UAE Distribution for Munchee Range of products. Munchee is now recognized as the fastest growing and most progressive exporter of Biscuits, Chocolates and Soy Milk products from Sri Lanka.

ASAAT to distribute for MD Lanka Canneries

18 - August - 2007

ASAAT is appointed as the UAE Distributor for MD Lanka Canneries, Sri Lanka’s largest exporter.

Elephant House gives ASAAT the green light

17 - August - 2007

Elephant House gives ASAAT the green light. ASAAT wins the distribution of Elephant House products. Elephant House is the market leader throughout Sri Lanka, substantially out-performing both Coca-cola and Pepsi products.

LUNA wins!

21 - February - 2007

ASAAT congratulates Luna on their wonderful achievement!

This year Luna's progress within the FMCG sector was recognised when they received the "Best Canned Food of the Year" award at the 2007 Retail News Middle East Awards, held at the Fairmont Hotel in Dubai, UAE.

The winners were selected after a rigourous judging process in which a shortlist compiled from industry nominations were combined with statistics from market research companies including the Nielsen Group and MEMRB.

An independent panel of judges then voted for the company or product or team they thought had made the greatest contribution within each category.

"We felt elated and honoured to be declared a winner in our category, more so when we had to compete with the likes of Heinz and Libby's who are leaders the world over", said Shasi Shekar, General Manager - Luna

"Luna brand has developed a loyal clientele, especially in the dairy category for evaporated milk and is a prominant brand in this category throughout the GCC. Success has not been easy, as compared to other, mostly european brands. Luna is a young brand - just about 11 years old - and was the only Middle Eastern brand in this category until recently, making the competition extremely tough, pitched against world giants like Nestle and Friesland."

"However, the vision of the owners - the Hayel Saeed family - and the perseverence of a dedicated and loyal core team has steered the brand from an unknown commodity to where it has reached today "2007, Best Canned Food of the Year!"