Emirates Macaroni Factory

Overview

Emirates Macaroni Factory is the market-leading pasta brand in the UAE, producing everything from pasta sauces and gluten-free pasta to instant pasta cups. Looking beyond its home market, the brand set its goal on developing distribution channels in Indonesia — entering premium retail rather than starting with e-commerce.

We led the market entry from product selection through to physical shelf placement in Indonesia's premium supermarkets.

Approach

• Product-Market Fit — We studied product-market fit for the Indonesian consumer to select the right SKUs from Emirates Macaroni Factory's range for launch, rather than bringing the full catalogue to market at once.

• Distributor Sourcing — We secured a list of the right potential distributors and narrowed the field down to genuinely interested parties.

• Licensing & Logistics — We connected the local resources needed to move from license application through to logistics, handling the operational groundwork required for a compliant retail launch.

• Retail Launch — Emirates Macaroni Factory launched in premium supermarkets across Indonesia, giving the UAE market leader its first physical retail presence in the country.

Results

The brand successfully launched in premium supermarkets across Indonesia — giving a category leader from the UAE a validated distribution channel and retail footprint in a new Southeast Asian market.