American Garden®, one of the leading FMCG food brand in the UAE announced yesterday the launch of its new brand identity with the slogan “Bring Home the Garden”TM which aims to bring its variety of food products closer to the consumer.
The new slogan is complemented by a strong visual of a basket containing a variety of well known American Garden® products being carried in the backdrop of a garden.
Mohamed Somji, Marketing Director, Global Export Marketing Company, the brand owners for American Garden®, explained that the new brand slogan encapsulates everything that the brand stands for and reinforces its commitment to delivering superior quality and delicious products that offer excellent value for money for the entire family.
He pointed out that the new branding also comes to strengthen the position of American Garden® as a market leader in several food categories across the Middle East region.
“The new brand identity will be the platform that we will use to assert our leadership and presence in the market and to highlight the quality and the variety of our products,” Somji added.
“We are the market leaders in the mayonnaise category with 36% volume share as well as salad dressings with 50% volume share in UAE key accounts. Our sales have been growing 20% on average across all of our markets in the past five years and American Garden® offers over a wide range of over 100 products as part of 15 different food categories,” Somji explained.
He further added that American Garden® has been busy in the recent months using the new brand identity in promotions to strengthen the brand’s position in the UAE, especially with the launch of a new range of microwave popcorn products and US Grade A squeezable ketchup.
“We have completed a successful promotional campaign with Carrefour Hypermarket and we are currently tied up with a joint promotion with Jumbo Electronics offering free packs of our newly launched Microwave Popcorn for buyers of Supra Microwaves to promote trial and usage of our product. We have received an encouraging feed back for the look and feel of the new brand from consumers, partners and retailers.”
He said that the new slogan and visual would be adapted to media and outdoor campaigns, in-store point of purchase material, promotional messages and product sampling activities, as well as on the brand's website.
Somji also said that the American Garden® brand is also available across the Middle East and African region and the Levant region and is currently looking to expand their presence and increase their market share in other markets such as India, Pakistan and East Africa, to make it a truly global brand.
Launched in the Middle East almost 20 years ago, the American Garden® brand currently enjoys a wide variety of products under as many as 15 categories with the core categories being mayonnaise, salad dressing and peanut butter.
Global Export Marketing Company, the brand owners of American Garden®, also represent other US brands that enjoy a commanding position in their respective categories such as Diamond® Aluminium Foil, SueBee® Honey, and Keebler® Cookies and crackers.
About American Garden®:
American Garden® is a leading grocery brand with over 100 individual products that are part of 15 different food categories ranging from our ever-popular mayonnaise to pasta sauces to microwave popcorn with almost all products manufactured in the USA.
The brand was introduced initially in the Middle East almost 20 years ago and is now available across the Middle East as well as numerous countries across the African and Asian continents such as India, Kenya, Tanzania, Vietnam to name a few.
The brand enjoys leadership positions in some markets for instance, American Garden® mayonnaise and salad dressings are the No. 1 brands in their respective categories in the UAE (MEMRB, 2005). In addition, the brand enjoys Top 3 positions in several categories in most markets.
The American Garden® brand is owned by the Global Export Marketing Co. that is based in New York, USA, with offices in the region in Dubai in the UAE as well as in Amman in Jordan. The company also represents leading US brands such as Diamond® Aluminum Foil, Keebler® Cookies and Crackers and SueBee® honey, which is America’s No. 1 honey and is one of the fastest growing honey brands in the Middle East and a market leader in Kuwait in the Honey segment.
