Dubai, United Arab Emirates – 30 January 2026 — There is growing interest at Gulfood in how genuinely healthy and nutritious products are presented, alongside a noticeable decline in the importance of unsubstantiated marketing claims. As the functional and health food categories continue to mature, buyers and consumers are increasingly favouring products that are naturally rich in nutrients, free from additives, and clear in purpose, rather than highly complex or heavily engineered offerings.
One of the most notable shifts is the move towards freezing techniques that preserve nutritional value by minimising industrial processing. For example, SUME’s frozen fruit and berry smoothie blends are attracting increased attention, as their production process protects nutrients without the use of preservatives, ensures consistency across supply chains, and aligns with consumer expectations for clean-label products with transparent ingredients. This manufacturing approach suits both retail and foodservice needs, making it practical while reinforcing trust and reliability in the market.
Interest is also rising in ingredient provenance and flavour authenticity. Berries and fruits sourced from the Nordic and Baltic regions—still relatively new flavour profiles in the region—stand out for their clean acidity, natural sweetness, and absence of added sugars. Together, these elements reflect a broader shift towards honest food products that integrate seamlessly into everyday routines.
