Chef Middle East, a regional F&B supplier to the hotel, dining and airline industries has acquired Limeline Premium Beverages.
Chef Middle East expects this merger to benefit their customers by providing them with a direct access to some innovative drinks brands and to create additional value for the company as it strengthens its position as the one stop shop solution provider for the food service industry in the GCC.
Chef Middle East chief executive officer Steve Pyle said: “The Limeline business is relatively small presently but we believe the beverages category has fantastic potential and will enable us to grow in a space in which we currently have a limited presence. We believe the blend of our regional reach and service capability in tandem with our new premium soft drinks brands will yield positive benefits for our customers across all the markets we operate in. We expect to treble the size of the existing business within the next twelve months and double the number of buying customers within this category.”
The beverage sector in the Middle East has experienced significant growth year on year and has created opportunities for products and services which appeal to the region’s sophisticated, health conscious and multicultural consumer base.
Limeline Premium Beverages co-founder John Power said: “The demand for more healthy and natural beverages is a key trend. Consumers have a greater awareness of what goes into food and drinks and are now actively seeking out healthier and more sustainable products. This trend particularly influences soft drinks and functional health drinks. In the latter, consumers are searching for natural ways to boost their health, and a beverage is a highly convenient way to do so. CME has added a range of “Soft Drinks for Grown Ups” to cater to this market, offering a unique portfolio of premium beverages, and becoming their customers “one stop solution” for all their quality food and beverage requirements.”