Bakery group sees international expansion plans rise with UAE deal

Ryan Perera

A Wirral bakery business has signed an exclusive distribution deal for the United Arab Emirates (UAE).

It builds on Baker & Baker’s decision to open an office in Dubai and recruit a dedicated sales team last year.

The group, which split from its owner last year and reported revenues of €450m in its first year as a standalone business, has penned a deal with La Marquise.

It says this partnership marks a first step in building a customer base in the UAE. Baker & Baker also supplies products to Saudi Arabia and Israel in the Middle East region via its distributor network.

La Marquise International is an established food service distributor across the hotels, restaurants and catering category, and supports a broad range of food and beverage brands and manufacturers throughout the region. La Marquise International carries a complementary range of products, and the agreement with Baker & Baker will further strengthen their offering in the country.

Initially, Baker & Baker will be launching its American Sweet Bakery range including donuts and muffins from its core portfolio into the UAE, with further product lines expected to be introduced in due course.

Following the appointment of its UAE distributor, Baker & Baker will focus on leveraging its relationship with global quick service restaurant chains in the EU to supply into their outlets in the UAE.

Baker & Baker will also be exploring potential retail distribution partners for the UAE market, as well as targeting further Middle East market expansion during the next 18 months via specific retail and food service distributors in those territories.

Deal is signed between Baker & Baker and La Marquise International

Ryan Perera, international sales director at Baker & Baker, said: “We’re excited to share our range of fresh bakery products with consumers in the UAE, and we believe La Marquise International is the perfect partner for us, given their track record with similar food manufacturers.

“This agreement represents the latest stage of our international growth plans, which have delivered aggressive growth during the first six months of 2022.

“We already possess strong growth and product recognition throughout Europe, and there is significant untapped potential for premium bakery products within key Middle East markets.”

Baker & Baker operates across 12 sites in seven countries, employing more than 2,500 workers with a focus on sweet bakery products, including doughnuts, cookies and speciality muffins.