Pure Ice Cream, the parent company of the Kwality brand, is making significant strides in the food and beverage industry with its new factory investment in Dubai. This initiative is projected to create around 300 jobs and enhance the local economy.
The Graviss Group, an Indian company, is committing Dh80 million ($21.7 million) to establish the ice-cream facility within the Dubai Industrial City food and beverage zone, which has been operational since 2004. This factory sits on a vast 246,000 square-foot plot, with the facility itself covering an area of 160,000 sq. ft., aimed at increasing Pure Ice Cream’s production capacity by an impressive 300% to 30 million liters annually. The factory is anticipated to commence operations in 2026.
Headquartered in Sharjah, Pure Ice Cream also produces a variety of food products, including frozen vegetables, paneer, and the Kwality brand of packaged rice. The new factory will not only cater to the UAE’s local ice-cream market but also extend its reach to the wider Gulf Cooperation Council (GCC) region, as well as markets in the United States, Africa, and Southeast Asia.
According to Pure Ice Cream, the Kwality ice-cream brand stands out as the “flagship” product in its category within the UAE, boasting distribution to more than 8,000 retailers. Current export destinations include Tanzania and Ethiopia.
Vikram Seth, Managing Director of Pure Ice Cream, emphasized the factory’s strategic location, which is adjacent to major transport networks, enhancing logistical efficiency.
“The launch of this facility represents a key milestone for Pure Ice Cream and reflects our dedication to enhancing the UAE’s position as a hub for food and beverage innovation,” Seth stated. He added, “This strategic positioning will allow us to capitalise on new business opportunities and manage larger production volumes efficiently.”
Originating in India in the early 1960s, the Kwality ice-cream brand evolved into Kwality Wall’s after being acquired by Unilever, which combined it with the UK-based Wall’s brand. Currently, Kwality Wall’s operates under Hindustan Unilever in India, yet it is under review by Unilever, with a sale of its global ice-cream segment expected by the end of next year.
In the UAE and other regions, the Kwality brand is managed by Pure Ice Cream, which pioneered its line in 1977 with its inaugural ice-cream factory. Notably, Pure Ice Cream is also recognized as the largest private-label supplier of ice cream in the GCC.
Dubai Industrial City, owned by the Tecom Group, houses over 300 factories, including those run by major corporations such as Unilever and A.P. Moller, the parent company of Maersk shipping.
Saud Abu Alshawareb, Executive Vice President of Tecom, underscored the significance of a self-sustaining food and beverage sector as a necessity for future economies. He remarked, “The launch of Pure Ice Cream’s facility at Dubai Industrial City offers a powerful proof point of these visions in action. Its addition to our district’s thriving F&B zone is a tangible manifestation of the UAE’s National Food Security Strategy 2051.”
The development marks a pivotal moment for the food and drink business, showcasing Pure Ice Cream’s commitment to adapting to consumer trends in the food and beverage industry. The facility not only indicates growth for the company but also reflects evolving dynamics within the food and drink consumer trends in the region.
