There is no denying that karak chai, strong black tea prepared with evaporated milk, has a special place in the UAE. A modern twist on karak chai has now come from Dutch dairy cooperative FrieslandCampina with the launch of its instant tea, Rainbow Qubez.
All you have to do is put a small cube consisting of karak chai into a cup of boiling water and you have instant tea.
“Preparing an authentic karak chai using Rainbow Quality Milk is a complex skill, which has been perfected by tea stall operators across the UAE over decades,” says Devraj Ghosh, Marketing Director, FrieslandCampina Middle East.
“However, not many of us are able to prepare this perfect karak chai.
“Qubez is a Rainbow innovation that matches this authentic and premium-tasting karak chai experience in a ready and convenient format, which you can enjoy anytime, anywhere.
“Rainbow Qubez also evokes a nostalgic experience of karak chai, which one drinks with friends and family at tea shops across the UAE.”
Commenting on the consumer response to the product, launched a few months ago, Ghosh says, “It has been very encouraging with good trials and repeats. Both our Emirati and expat Asian consumers have loved the concept and the product and have given us positive feedback.”
Long partnership
FrieslandCampina’s association with the UAE goes back to 1955 when it began exporting its products from the Netherlands to the GCC. Today, its products are available in 11 countries in the Middle East. Rainbow Milk has now grown to be one of the best known consumer brands in the UAE. The first packs of Rainbow Evaporated Milk can be found in Dubai Museum.
Healthy choices
Rising awareness of health and wellness is a key trend shaping the food and beverages industry, says Ghosh. To cater to this trend, Rainbow has launched a new platform, Live Lite, where it offers its Rainbow Evaporated Milk at 50 per cent less fat but with the same great taste.
“We understand the challenges of consumers in the UAE including their fight against non-communicable diseases such as diabetes and obesity,” says Ghosh.
“FrieslandCampina ME recently collaborated with the UAE Ministry of Health on the Eat Right, Be Active campaign on World Milk Day earlier this month to promote healthy diets and the importance of physical activities.
“The company is also planning a schools road show with the Ministry of Health to educate students about the importance of a healthy lifestyle.”
This year, the dairy company launched Rainbow Qubez and Rainbow Thick Cream in the Middle East and extended its market share in the cheese category with the launch of mozzarella under the Frico brand.
“In the future Rainbow will continue to invest in FrieslandCampina’s global R&D centre in the Netherlands and develop innovative dairy products that respond to emerging consumer trends,” says Ghosh.
