Always on the lookout for the latest trends and quality products to keep up with the ever-evolving customers’ needs, Chef Middle East announces the imminent launch of new key beverage brands aiming at strengthening their positioning as a leading supplier for bar professionals; bringing to market exclusive premium brands to complement its existing portfolio.
Since the acquisition of Limeline Beverages in 2017, the distributor has continuously grown its beverage category through carefully handpicking premium brands – from the water to carbonated beverages or juices – which has allowed them to build a strong proposition over the years on its regional markets.
Tauland Hyka, Beverage Category Manager at Chef Middle East commented: “Our main focus for 2021 is to fill in the gaps for a wider selection of products such as coffee and tea, and of course a larger selection of juices, syrups and premium carbonated beverages. By 2022, we aim at offering a 360-degree full beverage solution for all requirements from a bar, restaurant, or coffee shop standpoint as well a stronger range for hotels minibars.”
Adding to its current portfolio, Chef Middle East (CME) will introduce its exclusive gourmet Italian coffee brand, Mikah Coffee, in the UAE and Oman by June 2021. The distributor believes this strategic addition will bring them closer to bar professionals through offering a brand that makes their vision for serving great coffee easier to achieve, a brand that includes a wide selection of coffee origins and a robust experience on the coffee roasting and blending. Every
barista in the market will then be able to serve an awaking cup of coffee! Hyka commented: “One of the main trends that has grown rapidly in the beverage sector in the Middle East is coffee, which explains the need to have an exclusive coffee brand as part of our range.”
Massimo Hakim, CEO at Mikah Coffee added: “Chef Middle East is well known as one of the most established importer and distributor of fine food and beverage ingredients from all over the world, not only in UAE but in other GCC countries. For us, being distributed by CME is ideal as we are sure that our coffee will be taken good care of and will be explained and brewed the right way. GCC is a great territory with continuous expansion plans and enormous potential in all the sector segments, hence merging CME and Mikah’s networks will allow a more significant presence to help increase our market shares in the region.”
Additionally, Catcher Gourmet brand just launched in the UAE market and will be available in Qatar and Oman in the coming months. The core products in this range being mainly focused on Sauces and Premix powders series, Catcher comes as a real sip of magic to assist any bartender with enhanced creativity to craft delicious recipes of frappes, flavored coffees, mocktails and use as toppings. Nelson Kho, Managing Director at Catcher Gourmet added: At Catcher Gourmet, we never follow the trend, we create it. Thus, you will always find unique products with us; Matcha and Earl Grey sauces are perfect examples. We believe good products always stand with great partners, so with the strong portfolio and capabilities of CME, we are confident that Catcher Gourmet will be a successful brand across the beverage segment in the GCC.”
Chef Middle East also launched two exclusive tea brands in the UAE, Vertea and The Leaf that offer a wide selection ranging from catering packs to the most premium leaf that can be served for Afternoon Tea rituals at hotels, bars or restaurants. Recognizing the spectrum and scope of the HORECA market, these two distinctive ranges meet the needs of the industry. Vertea should be available in Oman in the next few months. Richard Smyth, Managing Director for both tea brands under Tea Trading International, said: “The selection of Chef Middle East as our partner was not a quick or rapid decision. In these more uncertain times, it was important to us to find the qualities of reliability, service, integrity, and a strategic partner. We felt CME could fulfil these promises, so we are delighted to start our journey with them.”
The distributor also confirms the return of Nai Arabia range of Ice Teas in their portfolio, this time with no added sugar, though still featuring delicious flavors, a refreshing taste and great health benefits, and that can be served as is or for all bartenders to use as an ingredient in their mocktails’ recipes.
Hyka added: “I truly believe that adding these key brands will strengthen our focus and offering altogether to build a solution that fulfills all the needs of the market and help us grow our beverage category at a greater pace. Our aim is to place Chef Middle East on the map as not only the best food distributor in the region, but as well the best beverage distributor in the region.”
Despite the current challenges faced due to the global pandemic and the restrictions on the hospitality sector alongside the latest events in supply chain and taxation laws on its operating markets, Chef Middle East is determined to continue serving their foodservice customers in the best way possible and keep enhancing their offering to support industry professionals to always be able to adapt, thrive and succeed through these trying times and beyond.
About Mikah Coffee
Mikah is an Italian coffee brand with roasting facilities since 1984, aiming at delivering high quality coffee. The brand started thanks to the passion and determination to build a brand that could transfer the Italian coffee culture around the globe. Up to today, Mikah Coffee has been able to share and experience the true Italian espresso in over 44 countries, working hard with the respect of their values for a larger expansion in the other territories.
Mikah Coffee imports conventional coffee from 18 different origins, prevailing: Brazil, Panama, India, Guatemala, Colombia, Ethiopia and Indonesia. Those make almost 50% from their blends base. They also roast 8 different origins of organic coffee and 12 origins of certified Speciality Coffee.
About Catcher Gourmet
Catcher Gourmet is a brand that specialises in professional beverage ingredients for baristas that develop cafes, restaurants, and hotels’ beverages since 2009. It is a brand name that originates from Malaysia and mainly focuses on the development of coffee and tea recipes. Today Catcher Gourmet is available in Asia and GCC in over 20 countries with professional teams and partners to serve their customers in the region.
About The Leaf
“The leaf, the whole leaf, And nothing but the leaf.”
A super premium range of over twenty authentic teas carefully selected from around the world. Ideal for the discerning 5 star Hotel Tea lounge or the fine dining restaurant, for an exceptional experience. These teas create unique quality flavours and characters that stimulate and educate the palate. A range of teas covering the very best of Black, Green and Herbal teas. Designed for Tea connoisseurs, but accessible to everyone. The whole leaf tea is packed into Biodegradable pyramid bags, sealed for freshness in aluminium envelopes. The same teas are also available as loose tea, packed in aroma protecting pouches.
A premium range of speciality teas specifically created for 4* & 5* Hotels and Restaurants. Individual envelopes, string, and tag bags, without staple. Vertea teas are sourced with precision, ethically and responsibly. Blended with care, bringing a modern flair to traditional best practices, and catering for the international consumers of today. Not only do they pride themselves in curating the finest in tea from all over the world, but in their ability to preserve its freshness and authenticity. “Discover Teas Of The World”.