LunchBoxes.ae announces strategic relationship with Kraft Foods UAE

LunchBoxes.ae announces strategic relationship with Kraft Foods UAE
The brand owners of LunchBoxes.ae, the online healthy lunchbox service and recent winners of a Lloyds TSB Small Business Award, today announced a strategic alliance with Kraft Foods UAE who have become the main sponsors of LunchBoxes.ae during 2009 and 2010. 
Lester Owencroft and Zouhair Harkous, the two forward-thinking businessmen who pioneered this unique online concept, are intent on making a difference to everyone’s lives in the United Arab Emirates through the on-going promotion and education of healthy eating habits. “We are privileged to have the opportunity to engage with Kraft Foods UAE who have pledged their full support and committed their active participation in working with us to educate and motivate our local community on healthy eating habits” says Harkous of CityChef LLC, brand licensee for LunchBoxes.ae in Dubai. “Parents and teachers are assured that school children have easy online access in a fun and motivating way to a varied, balanced and nutritious lunchbox, all freshly prepared every day containing a selection of the world’s leading healthy brands and delivered direct to the classroom each morning,” adds Harkous   
“Starcom Mediavest, the media agency representing Kraft Food UAE, identified this alliance as a perfect opportunity for their client and their innovative team then played a key role in defining this new relationship,” explains Lester Owencroft, founder of the LunchBoxes.ae brand.
“We are on a constant quest for fresh & innovative platforms to engage consumers. LunchBoxes.ae offers our client a unique means of reaching parents who are thinking about improving their children’s eating habits. Moreover, this online service educates and empowers both parents and children by offering them varied food choices to customize their lunchboxes,” says Mohit Lodha, Associate Media Director at Starcom Mediavest.
 “We see significant synergy between our respective organizations in working together in different ways to make good eating not just fun but a way of life,” adds Vernon D' Cruz - Senior Brand Manager (Spreadables) for Kraft Foods UAE in Dubai.
 “After launching this service to school children in 2007 and more recently to adults across Dubai, we are now focusing on more ways to make healthy lunchboxes a fun and rewarding experience” concludes Sharbel Barhoush of LunchBoxes.ae. “This strategic engagement with Kraft Foods will result in a number of events and inter-school activities being launched over the next twelve months and is an indication of how we, as a community, are working together to address the challenges of obesity and diabetes which are reaching epidemic proportions in the UAE”.