UAE's camel milk chocolate lands at Harrods London

Dubai-headquartered camel milk chocolate company, Al Nassma Chocolate, has signed a retail partnership as a result of which its premium brand collection is now available at London department store, Harrods.

“Harrods is a name that resonates with lovers of luxury around the world, and its London flagship is a repository for innovation and exclusivity. As an exclusive product conceptualised and produced in the United Arab Emirates, that has rapidly gained global consumer appreciation, we feel that the exotic appeal, recognised quality and high-end positioning of the Al Nassma brand will be well received by Harrods customers,” said Martin van Almsick, general manager, Al Nassma Chocolate.

Established in Dubai in 2008, the Al Nassma concept took four years of intensive research and development to bring to market, with its growing collection of chocolate and pralines now available in a limited number of international locations.

"Ten years ago, a non-European premium chocolate was not even imaginable. Yet, here we are, a thriving UAE brand producing an authentic elite chocolate matching highest standard.

The fact that an upscale department store with a long tradition and an impeccable reputation such as Harrods, has opened its doors to a niche brand such as ours, reflects a global trend towards innovative, out of the box luxury products; quality and innovation over quantity. We thank Harrods for the trust in our product and its potential in the UK market,” van Almsick added.

He continued: "We have invested time and effort in our packaging and design, which not only reinforces the 100% Emirati provenance of the Al Nassma brand but also makes our products attractive to customers, who are looking for an unusual yet high-end gift.

“As the sole producer of camel milk chocolate we are a sub-category in our own right, and have quickly grown the brand from grassroots level to a name that can hold its own among the confectionery giants of the world.

“The combination of our commitment to delivering a luxurious halal-approved range made with all-natural, artificial additive-free ingredients, and the niche availability of the brand, which is retailed only through selective high profile partners, is a winning recipe.”

The Al Nassma collection has been available at Harrods flagship London store from mid-July 2015.

Retailed at Burj Khalifa; Burj Al Arab; Emirates Palace in Abu Dhabi; The Dubai Mall, At The Top and Mall of the Emirates as well as with Dubai Duty Free and Abu Dhabi; the brand is enlarging its global footprint with presence in most GCC duty-free outlets and premium locations in key international markets.