Dubai-based snack producer National Food Industries (NFI) says it is in the process of launching a new line of products in the pellets range.

The company has added a completely new processing system to make twists, rings and cones in the range.
“This unit has been specially manufactured and commissioned by European specialists in the field. Commissioning was carried out in early January 2005,” said Piyush Mahesh, a director of the company.
 “The addition of this machinery increases the maximum output for this product line by up to four times the size of the existing line and enables NFI to cut down on lead time for new orders from 2-3 days to half a working day,” said Mahesh. 
“The need for this higher output and faster lead times for new orders has been highlighted by the fact that sales figures over the last few years for certain product lines have jumped by up to 40-50 per cent and demand is continually increasing,”
 The official said the company had expanded the sales and marketing teams to boost turnover and market share.
The company’s main brands are Emirates, Bakemans, Mr Krisps and Sindbad. NFI was started in 1977 by two men of Indian origin, Lalchand and Mahesh Valabdas.
“When we started, our production capacity was limited to one packing machine. Today we produce fresh potato chips, corn curls, potato pellets and corn tortilla chips with separate packing machines,” said Mahesh.
According to the official, the company’s turnover in 2004 was $7 million, an increase of 25 per cent over the previous year.
“Performance in 2004 was overall satisfying and would have been better if it had not been for the high increases in the cost of all major raw materials and increased costs in foreign exchange,” said Mahesh. “Despite these limitations and to maintain its brand name and product quality, NFI has continued to source its raw material among existing suppliers regardless of price even when, at times, it was a loss-making decision to do so,” he emphasised.
NFI’s reputation goes back to its very first product, the corn cheese curl, then known as “Minu.”  Minu was re-branded as Pofaki and later registered as Emirates Pofaki. Says Mahesh: “Pofaki became a generic product name for the cheese corn curl; it inspired other manufacturers to make similar products.”
NFI’s plans currently in process or completed include the building of its new office and temperature-controlled storage facility in Al Quoz.
NFI is soon to shift into its new state-of-the-art corporate headquarters currently being built on the main Al Quoz Industrial Area road in front of the existing factory area. The new office area was designed to increase the meeting area and work space. It includes the latest data-telecommunication apparatus along with CCTV cameras covering the entire production, sales, storage, garage and warehouse area of NFI.
The lower part of the building includes a temperature-controlled storage area for sensitive raw materials and is linked by ramps and sliding doors to the existing storage shed for increased storage space and flexibility. The inclusion of this storage space meets the guidelines of the HACCP quality control systems put in place by NFI.
 “In the long-term plan, NFI intends to grow regionally by increasing its presence directly in overseas markets and identifying and exploiting branding opportunities. Within the UAE, NFI is committed to reaching all market areas directly or through its regional offices located in the Emirates,” said Mahesh.
“NFI is currently approaching professional research organisations to conduct random market surveys and interviews to gauge market trends, taste preferences and changing patterns. These reports will then be compiled, edited, reviewed and passed on to relevant departments for action.
“These are just a few plans for the immediate future for NFI. Additional plans such as introducing new packaging product lines are continually undertaken according to consumer needs and market requirements.”
Over the years the company has received international honours including the 17th International Food and Beverages Award – Barcelona 1994, International Food and Beverages Award – West Germany 1985 and 1987, and International Selection of Food Quality - Cairo 1987.