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UAE’s healthy food brand Thrriv expands into retail with Choithrams listing

The UAE-based company started out selling keto-friendly bread, jam, ice cream catered to diabetics in the online space, on its e-commerce store as well as Noon Daily, Kibsons, and Shop Kitopi.

Run by founder and CEO, Radhika Sil told FoodNavigator-Asia​: “When we started Thrriv, it was important to us to engage with our customers who will be able to offer feedback on our products.

“We initially launched on our own e-commerce platform for a few months, before expanding into other e-commerce platforms. Business grew quickly, shortly after, we move into HORECA supplying to hotels and restaurants.

“We planned to launch in retail in Q4 2021, so the entry into Choithrams in September was earlier than expected.”

According to Sil, it is looking to expand in modern trade and exporting to the GCC region.

One of the reasons we started Thrriv was to provide healthy eating to everybody, and we hope to take our products into GCC whether its in retail or HORECA​.”

Hear from Sil as she shares Thrriv’s journey from online to HORECA and retail.

Niche offering

Thrriv started off catering to a niche market, the keto and diabetic populations with its low carbohydrate products.

While such products are not new to UAE, Sil said most keto and diabetic friendly items are in the desserts and meal plans space, “no one is really catering to pantry staples​.”