Lulu Group launches AWWAL brand to promote UAE-grown products

Lulu Group launched AWWAL on Tuesday, 6 October, a dedicated retail range designed to consolidate UAE-grown, produced, and manufactured goods under a single brand identity. The initiative aims to increase the market share of local products by making them more identifiable to consumers through specialized branding and dedicated shelf space across Lulu’s retail network. Three-tier product classification The AWWAL range, introduced under the slogan "UAE Comes First," categorizes products into three distinct pillars. UAE Grown focuses on local fruits, vegetables, dates, and herbs; UAE Produced covers dairy, eggs, poultry, and honey; and UAE Made encompasses processed food and manufactured goods produced within the country. Dr. Thani bin Ahmed Al Zeyoudi, UAE Minister of Foreign Trade, officially launched the range at the Lulu stand during Global Food Week 2026 at the ADNEC Centre Abu Dhabi. The ceremony was attended by Yusuffali M.A., Chairman of Lulu Group, along with senior executives including CEO Saifee Rupawala and Executive Director Ashraf Ali M.A. Market expansion and food security The launch comes as the UAE intensifies efforts to bolster national food security and reduce reliance on imports. Yusuffali M.A. stated that AWWAL will initially feature a curated selection of fresh produce, bakery items, and beverages, with plans to expand the portfolio as more local producers are integrated into the supply chain. The initiative provides UAE farmers and…