Your regional sales team, without the overhead. True Taste helps ambitious FMCG producers enter and scale across the GCC and wider MENA region.
We created True Taste with one purpose: to help ambitious FMCG-producing SMEs bring their brands to the region without needing to build a local presence. True Taste is a UAE-based FMCG industry catalyst founded by a team of seasoned FMCG and F&B professionals with decades of hands-on experience across the GCC and wider MENA region.
We understand the region's complexity, its speed, its opportunities, and how challenging it can be for small and mid-sized manufacturers to enter and scale sustainably.
We're not brokers. We manage your brand into the market end to end, combining large-FMCG know-how with around 30 years each of field experience and a deep network across distributors and their customers.
True Taste acts as your regional commercial partner, representing your brand and driving your business across the GCC and wider MENA region through an integrated, end to end model.
We define where and how your brand wins: target countries, channels, pricing, and the launch roadmap.
We map, shortlist, and secure the right distributor for your brand across the GCC and wider MENA.
We win listings and grow your business with the region's key retail and foodservice customers.
We plan and execute the visibility, promotions, and activations that build velocity.
We track sell-in, sell-out, and distribution, and turn the numbers into action.
We keep the pipeline flowing, aligning forecasts and orders so product is on shelf when it needs to be.
Beyond representing brands, True Taste helps distributors transform their business model and lift performance by applying large-FMCG expertise across sales, supply chain, management, and people.
We review your business, identify the biggest opportunities, and propose a clear plan.
We work alongside your team to drive execution of the plan.
We run a regular review cadence to keep execution and results on track.
Where our representation work brings brands into the market, our consulting can also work in reverse, sourcing new brands to strengthen your portfolio, while raising the commercial capability of your whole organisation.
Let's have a discussionSMEs choose True Taste because we bring what the region really demands.
We know the buyers, the channels, the culture, and how to navigate the region's complexity.
Clear reporting, honest feedback, no surprises. We believe in open, straightforward communication.
Our lean structure means faster decisions, quicker execution, and nimble responses to market changes.
We treat your brand like our own. Your success is our success. We're invested in the long term.
“Simple. Transparent. Proven.”
We review your products, positioning, and goals to ensure market fit.
We craft a clear, commercially executable go-to-market plan.
We match you with the right distributors across GCC & MENA markets.
We align all parties and prepare documentation for market entry.
We manage long-term sales, promotions, and performance.
A growing portfolio of differentiated food and non-food brands, live across the UAE.
Over 25 years of international experience across the Middle East, Africa, Russia and Asia. Elias has led brand-building and distribution-expansion roles at McCain and IFFCO, and scaled a US dessert brand from $800K to $7M across 11 markets. He is known for building lasting relationships and winning partnerships with major QSR chains.
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Over 25 years building and scaling consumer businesses across the Middle East and Africa. Karim has managed multi-country P&Ls exceeding $1 billion, led go-to-market strategy and distributor transformation, and held senior roles at Mars and Red Bull, and served as Chief Commercial Officer at a regional food manufacturer, distributor and retailer.
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