Hain Celestial Group: Empowering the eco-conscious consumer

US-based Hain Celestial Group is expanding its Middle East portfolio to refine the categories of organic and natural products, for both baby and adult care, in the UAE. The organisation, which is a subsidiary of Hain US, recently introduced a number of brands like TERRA, Sensible Portions and Earth's Best, to name some - to cater to eco-conscious consumers, further enriching its existing selection of certified products across popular hypermarkets across the UAE.

TERRA and Sensible Portion are a vegetable snacks brand that the company ensures is made of all natural seasoning and expeller pressed oil. Earth's Best, a first-of-its-kind organic range dedicated to infant nutrition and baby care products.

The company plan to add DREAM and Live Clean in the portfolio to enrich the lives of UAE consumers more. DREAM offers a selection of non-GMO plant-based products that are beneficial for the lactose-intolerant and vegan consumers; while Live Clean specialises in eco-friendly options for baby care without harsh chemicals and is at-least 97 per cent plant-derived.

"Hain Celestial has been involved in providing healthy, sustainable food and personal care products long before consumers became wary of healthier lifestyle trends. We can proudly say that 99 per cent of our products are natural with more than 40 per cent certified organic," said Rajnish Ohri, Managing Director, IMEA, Hain Celestial Group.

The Nasdaq-listed company is armed with a goal to create products that complement healthier lifestyles and boasts a vibrant collection of natural and organic brands.
Among those already present in the UAE is Tilda, which offers the finest Basmati rice and ready-to-eat products.

"Our concept lies in consumer engagement, where we want them to truly be aware of what they are eating and using in their daily lives and understand that impact on the environment. To that extent, Hain Celestial has been a trendsetter; we have solutions that work to make people happier and healthier," he added. Impact in the UAE Hain Celestial's headquarters is based in Dubai, and boasts a market presence in Saudi Arabia, Kuwait and Oman.

The Group has set a snacking facility in India in order to serve the MENA region with more variants, better product shelf-life, sizing, etc. Ohri says that the rise in conscious consumption in the UAE owes itself to a young population in the UAE, their busy lifestyles and travel-based exposure.

"While it (UAE) is nowhere compared to the US markets in terms of development stage, these are signs that show positive growth. This is further demonstrated by the increase in supermarket shelves dedicated to healthy food. How do we fit in? We aim to declutter the category and execute plans, such that a consumer can be empowered to buy what he really needs straight from the shelf," he said.

Hain Celestial has been particularly active in the MENA region in the past four years. While the group is not participating in Gulfood this year, Ohri and team are active at the show. "It gives us an opportunity to talk to a number of new start-ups, interact with young entrepreneurs who bring in new innovation and in-trend products. Apart from that, there is also very good platform to talk to prospective customers. As we are showcasing a lot of new categories here, it helps us engage more during our visits to the Gulf," he concluded.

- farhana@khaleejtimes.com