GMG’s Farm Fresh debut “Ultra Crispy” gamer snack edition at Gulfood 2025
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Cutting-edge snack launches alongside the new “BePerly” electrolyte drink and an immersive retail experience.
GMG, a global well-being and retail conglomerate, is set to make a major splash at Gulfood 2025, taking place from February 17 to 21, by introducing Farm Fresh’s “Ultra Crispy” snacks designed for gamers.
As part of its continued commitment to food security, local manufacturing, and consumer-led innovation, GMG is focused on delivering high-quality, locally produced goods. Farm Fresh’s new “Ultra Crispy” range meets the needs of the booming gaming community, offering bold flavors like Regular, Jalapeño, and Flaming Hot.
Simultaneously, Shnax protein chips - made from 100% chicken breast and already recognized at The Gulfood Innovation Awards 2025 - will expand with two new flavors, Ketchup and Cheese, to cater to broader consumer tastes.
With the global electrolyte drinks market projected to reach $58.38 billion by 2032 (CAGR 5.7%), GMG is entering this growing category with Be Perly, an advanced electrolyte beverage designed for hydration and muscle recovery. Be Perly caters to athletes, active consumers, and those seeking a sugar-free hydration alternative.
Beyond product innovation, GMG will elevate its consumer-first retail approach at Gulfood 2025 by recreating a real-world retail experience. Visitors will explore product displays, brand experiences, interactive zones, and a snacking bar featuring live tastings of Farm Fresh’s nuggets, popcorn chicken, and zing items.
“At GMG, we are not just launching new products - we are transforming the food experience through innovative retail concepts, localised production, and a commitment to continuous innovation,” said Mohammad A. Baker, Deputy Chairman and CEO of GMG. “Gulfood 2025 is the ideal platform to showcase our leadership in food manufacturing and retail while supporting key national initiatives such as the UAE’s National Food Security Strategy 2051 and the ‘Make in the Emirates’ initiative. As we expand our portfolio, we remain dedicated to quality, sustainability, and enhancing consumer engagement.”
Backed by six state-of-the-art manufacturing and processing facilities in Dubai, GMG’s vertical integration spans meat, seafood, Himalayan pink salt, herbs and spices, sausages and cold cuts, and butchery and marination. This infrastructure allows GMG to maintain strict quality standards and deliver on its “farm-to-fork” promise across a growing brand portfolio that includes Farm Fresh, Chef’s Choice, Klassic, Sapora, Noor Al Islami, RUH, La Invitada, Quality 1st Choice, and now BePerly.