Dubai-based Linafsi prioritises flavour innovation, sales channel expansion to stand out in competitive healthy snacking market

Founded two years ago, the brand sought to create healthy snacks specifically for consumers in the Middle East. Yet, the venture comes at a time when a rapidly increasing number of players are entering the market.

“There are a few things that we are doing to stand out in this very competitive market. For one, we put a big emphasis on flavour. From the beginning, it was all about bringing unique and diverse flavours to the market. For example, our first product was a Mango Lassi bar, which is the first mango fruit-flavoured bar that I have seen [in this region].​

“Especially since we…