chocodate in the news

stay updated!
Notions Group Market Expansion in Full Swing with Canadian Retail Giant Loblaw

Group distributes Dubai-made Chocodate™ across Canada

Dubai, UAE –Dubai-based food manufacturer Notions Group launched distribution of its Chocodate™ brandin Canada this quarter with the arrival of more than one million single pieces of the Arabian delicacy at one of the largest retailers in the country.

The first shipment was distributed intop Loblaw’s stores that were selected based on a specificconsumer profile. Notions Group is expected to shipfour additionalChocodate™variantsby year-end with expansion into other stores to be done gradually as demand rises amongst Loblaw’s 14 million shoppers across Canada. The deal comes to fruition soon after Loblaw’s recent acquisition of the Shoppers Drug Mart Corporation that represents an additional 1,800 stores across the country and more than one billion customer transactions for the Group per year.

“Our research helped us identify a major opportunity for growth within pharmacies in Canada where chocolate sales are very promising and were presented with a golden opportunity to leverage Loblaw’s extensive operation,” says company Founder & CEO, FawazMasri, “One of our priorities was finding the right partners that can offer the fastest execution on our distribution target and go-to-market strategy and we are confident that Loblaw’s solid track record will be a great asset in driving us closer to our goals.”

Chocodate™ market share in the UAE has reached 1% of the total confectionary category, which is valued at USD250 million. Notions Group expects its partnership with Loblaw to help it gain market share in the Canadian confectionary segment valued at USD350 million, half of which is made up of seasonal chocolate with YOY growth of around 30%, according to AC Nielsen.

“We are entering a fast growing category with very promising prospects; so far, our dark flavored products have been the most preferred by Canadian customers who are becoming more health conscious and seek guilt-free options that are lower in sugar and free of processed ingredients,” explained Masri, “We expect the trend to continue and the demand for Chocodate™ to grow in a cosmopolitan landscape that resembles that of the UAE in diversity of the population and exposure to foods from all over the world.”

The company signed with Ziyad Brothers, one of the largest retailers in North America, earlier this year; a development which led to the Chocodate™ brand becoming a sought out delicacy across the United States.The export team whose goal was to seal 10 new market entry deals in 2014, is but one milestone away from completing their mission after launching distribution to 9 new major markets in recent months.

Distributed in more than 50 countries around the world and sold individually to consumers through an alliance with FedEx, Chocodate™ is slowly becoming a global brand sought out by consumers across the globe.

- Ends -

About Notions Group

Notions Group was founded in Dubai in 2008 as the holding group for Dubai-based chocolate factory La Ronda established in 1990 and Saudi-based savory snacks factory Star Foods launched in 1991. Today, Notions Group has grown to be one of the most established confectionary and savory manufacturers of some of the region’s most unique products such as the trademarked Chocodate™. Also specialized in marketing its unique range, Notions Group exports its high-quality products to distributors in more than 50 countries worldwide and to individual consumers all over the world through FedEx. With a brand new production facility in Dubai completed in Q1 of 2014, Notions Group operates state-of-the-art technology under international hygienic conditions and standards to offer a variety of gourmet chocolates and diverse range of chips, crisps, and other savory snacks. Powered by a team of 400 people, Notions Group brands have become household names in the region thanks to on-going innovation to offer natural products to its growing customer base in the region and the world. 

For more information on Notions Group, its subsidiaries and products, please log on to or contact



About Loblaw Companies Limited 

Loblaw is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.


Loblaw's purpose - Live Life Well - puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart and Pharmaprix locations and more than 500 Loblaw locations; no-fee banking with PC Financial; affordable Joe Freshfashion and family apparel; and three of Canada's top consumer brands in Life Brand®, noname® and President's Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.

For more information, visit Loblaw's website at and Loblaw's issuer profile at