Tandragee: White's Oats celebrates two decades of success in Qatar with £0.5m Lulu contract
A Tandragee-based company has marked a significant milestone in its Middle Eastern expansion, signing a new deal which will see its business with a leading Qatari retailer grow to £500,000.
White’s Oats now has five lines listed with Lulu Hypermarket including its Quick & Oaty range, ActivOat High in Protein porridge pots and Toasted Oats Trip Chocolate, with additional products due to launch in the autumn.
Danielle Mc Bride, marketing manager, White’s Oats, said: “Lulu continues to emerge as a key international partner for White’s, playing a pivotal role in driving growth beyond Ireland and Great Britain in a partnership that now represents a significant focus on White’s export trade strategy.”
White’s representatives are currently in Qatar as part of of a 23-member delegation in collaboration with the UK’s Department for Business and Trade participating in the 13th annual British Food Festival, which runs until Saturday (May 17) across Lulu hypermarkets.
Over the coming three days, the oat miller and breakfast cereal producer will promote its vast portfolio of oat-based products, while celebrating the significant growth and investment the brand has achieved in Qatar over the past two decades.
Speaking as the event commences, Danielle said: “This is our first time participating at the British Food Festival, and we are delighted to be here with our colleagues from across Great Britain and Northern Ireland, showcasing both our island’s rich food heritage and, commitment to providing high-quality, sustainable oats directly to consumers across the region.
“We are delighted to be exhibiting our brand and products at Lulu’s flagship store; offering consumers the opportunity to try our products and learn more about our brand and what we stand for. This store has strong footfall from Qatari citizens and expatriates, of which there continues to be demand for authentic British foods.”
Over the past two decades, White’s Oats has solidified its position as a trusted brand in Qatar, with products now available in major retailers including Carrefour, Monoprix, and Lulu and more recently Choitrams and Kibsons.
“Qatar’s dynamic retail landscape continues to present us with new opportunities to continue to expand our presence in this market and we look forward to continuing our successful partnerships as we move forward into the next phase of our growth.” Danielle continued.