Products from VkusVill appeared in 10 supermarkets of the UAE

Products under the VkusVill private label appeared in premium supermarkets Grandiose and on the online platforms of four marketplaces: Careem, Deliveroo, NowNow and Wee. The international projects team managed to solve a rather complex task - to open deliveries to the UAE taking into account the specifics of business communications and the requirements of local retail. 

Today, VkusVill products are sold in 10 supermarkets in Dubai and Abu Dhabi, where gastronomic and dietary delights from around the world are presented. The first batches were shipped to the UAE in the spring of 2023, and the first partner was the express food delivery service YallaMarket - about half of its clients are Russian-speaking people who are well acquainted with the brand itself and the VkusVill concept, so there was no need to adapt unique selling propositions at first.

Subsequently, the availability of healthy food products was increased in different channels to ensure their value, analyze preferences and demand in different target audience groups. Along with YallaMarket, products from the VkusVill assortment appeared in delivery aggregators and marketplaces, whose services are used mainly by residents of the UAE.

According to Victoria Pinchuk, the leader of the EXPORT direction at VkusVill, at the start of sales abroad it is important to enlist the support of local partners, build effective communications with distribution channels and test various hypotheses together with them. The team succeeded in this, and now it pays maximum attention to working with feedback from buyers from the UAE, analyzing demand and promoting the corporate "concept of clean honest ingredients".

VkusVill is gradually expanding its range, adding new product categories to the original: baby food , drinks, preserves, jam, chocolate and other sweets. At the moment, it has 67 items. 

It's time to adapt unique selling propositions to the market - for example, desserts in packaging designed specifically for the UAE. Toffees, crispbreads, and pastilles (orange and APPLE with fig) have become sales leaders. Following the concept, VkusVill is developing offers without sucrose, preservatives, and other artificial food additives - in particular, in the snacks and soft drinks segments.