France

Doux launches Fitlife halal poultry to regain market share on the Middle East

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Confronted with a strong competition from the Brazilian exporters, the French producer has presented a product with improved nutritional and health characteristics.

Posted on Mar 15 ,13:00

Doux launches Fitlife halal poultry to regain market share on the Middle East

Doux Group, the biggest poultry processor in France, has launched at the Gulfood 2018 trade fair a new product, which is halal certified, and it is sold under the brand Fitlife.
|"The biggest trend that we see is the expectations among the health conscious customers for products and diets that can improve their health. That's why we are introducing today the Doux Fitlife Chicken product range. Doux Fitlife is a chicken without hormones, without additives but which is fed with flax seeds. Those seeds are making this product a natural source of Omega 3 for consumers. 130 grams of Doux Fitlife Chicken will give you 30% of your daily recommended dosage of Omega 3", mentioned Arnauld Delaby, Managing Director of the company, in an interview for EuroMeatNews.com.

From his point of view, even if the meat industry is to register an annual growth by 3%, the poultry sector in the region is going to be affected by the decrease of income resulted from the oil crisis that affected the countries in the Gulf. "But beyond that, we can see some new trends emerging which will give us a lot of opportunities", added Delaby.
Confronted with a strong competition from the Brazilian exporters, especially on the UAE and Saudi Arabia markets, Doux is trying to regain the market share in the region with some new products. There are also rumours about Ukraine's MHP making an offer for the acquisition of Doux Group but none of the sides involved confirmed that.

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