India’s The Brooklyn Creamery is making significant strides in the Middle East by aligning its offerings with the preferences and eating habits of consumers in the region, focusing on healthier choices and inventive flavours. Acquired by Graviss Good Foods in 2019, the brand transitioned into a better-for-you ice cream label, gaining a substantial online presence in India during the pandemic before expanding into the Middle East. The Brooklyn Creamery offers a diverse product line-up, including single-portion cups, bonbons, chocolate-coated bars, fresh fruit popsicles, and more.
CEO Romil Ratra emphasized the importance of understanding diverse buying behaviours and product preferences in the Middle East market. The brand’s best-sellers in the region are chocolate-coated bars and bonbons. Ratra revealed plans to introduce a special version and a Christmas edition of bonbons to cater specifically to the Middle East market.
Currently available in Dubai, Abu Dhabi, Kuwait, and Riyadh, The Brooklyn Creamery aims to enter at least three more Middle East markets by April. The brand has also expanded to Mauritius and the Maldives, with plans for further growth in South East Asia.
Ratra highlighted that the Middle East market appreciates classic flavours like chocolate, strawberry, and vanilla, but there’s openness among consumers, especially those aged 18 to 28, to experiment with new and exotic flavours. The brand’s success in the region has boosted its confidence to continually expand its product range.
Recognizing the growing health-conscious consumer base in the Middle East, The Brooklyn Creamery has introduced keto, vegan, low-calorie, and high-protein products. Ratra emphasized the brand’s commitment to taste, with products free from added sugar or sugar substitutes, aligning with the demand for cleaner and healthier food choices.
The brand’s approach involves spending time on product development, ensuring a nuanced understanding of the target audience’s needs. Ratra believes that understanding customers’ preferences is essential for success in the ice cream business. The Brooklyn Creamery aims to offer a diverse range of choices and enjoyable food experiences for consumers, irrespective of their dietary preferences or health goals.