Al Farooj urges consumers to move to low fat food

Press release

Published May 31st, 2011 - 07:51 GMT

Saleh Lootah, Chairman of Al Farooj

Highlighting health benefits of low fat grilled food, Al Farooj, the UAE based fast-casual restaurant chain, has launched “Think Healthy; Think BBQ” consumer awareness campaign and products across its high foot-in outlets in the UAE.

Latest statistics show that internationally growing grilled meat trend has led health conscious consumers to change their eating habits and move towards a healthier lifestyle.

A medium sized grilled chicken piece contains 70 to 80 calories and four to nine grams of fat, compared to the fried chicken which comes in at 110 to 370 calories, and between 7 and 21 grams of fat. Chicken meat itself is healthy and contains 30 healthful ingredients. The charcoal-grilled chicken contains many essential nutrients necessary for maintaining health.

Saleh Abdullah Lootah, Managing Director of Al Islami Foods and Chairman of Al Farooj Fresh, commented: “It is great to see fast-food chains introducing healthy alternatives. We are committed to developing meal options that are nutrient for our health-savvy consumers. The rising consumer growth in our grilled category has motivated us to develop low fat and healthier meals.” “The charcoal-grilled meat has significantly fewer calories and fat, plus much less sodium, than the fried chicken.” Saleh highlighted.

The new Al Farooj range of grilled products of chicken kebab, mix grill and tawook platter have fewer calories, fewer fat grams and less sodium than fried chicken. It’s marinated and seasoned with Al Farooj secret recipes, herbs and spices, and slowly grilled to keep juicy perfection.

The table above compares the nutritional content of barbecued chicken meat pieces. It is the additional fat that contributes most to the calorie content of meat, and to concerns about dietary health.

Currently, Al Farooj has 30 branches in UAE and Lebanon. The outlet plans to expand across the Middle East. The new 31st branch will be opened in Kuwait next month.

Al Farooj shawerma sandwich range is famous in the UAE due to its secret recipes prepared in Arabic, Mexican, Italian and Lebanese styles.

Al Farooj Fresh is a fast-casual restaurant owned by Al Islami Foods Group. The restaurant chain specialises in fresh chicken grilled with special recipes. Al Farooj shawerma sandwich range is famous due to the great taste prepared in Arabic, Mexican, Italian and Lebanese recipes.

First unit of Al Farooj Fresh was opened in Sharjah, UAE in 1994. In 2007, Al Islami Foods Group acquired the majority stakes of Al Farooj and making it a part of Al Islami Hospitality arm of the group. Al Islami Foods Group invested in Al Farooj for brand development and marketing to match the international standards, built a separate commissary and unified Delivery Call Center to serve its consumers in a better way.

Background Information

Al Islami Foods

Established as "Co-Op Islami" in 1981 to cater to the growing demand for halal food in the Arab world, Al Islami Foods was formed as a result of the long relentless efforts commenced in the early seventies when Hajj Saeed Bin Ahmad Lootah instituted Dubai Co-operative Society.

Starting with its successful frozen chicken product line, Co-Op Islami further expanded its operations to include processed meat.

In 1991, Dubai Co-operative Society's efforts were culminated by establishing its "Co-Op Islami" meat processing plant in Jebel Ali Free Zone. This plant is considered a recognizable breakthrough as it became the highly active producer of a variety of food products under the name "Co-Op Islami".

In 2006, Co-Op Islami was re-launched as "Al Islami" in an effort to propel the company to new heights of success. Now, Al Islami products are considered as a quality benchmark trusted by consumers across the UAE and the GCC, and this has made it one of the best and most preferred brands in the region.