Abdoolally Ebrahim Housewares Limited is proud to announce the launch of its new brand Fresh Choice. Bringing 60 years of experience in the industry and over 180 years of innovation to the Brand, Fresh Choice is the ultimate kitchenware category management solution for grocery and mass market retailers worldwide and promises to disrupt the market with its innovative and essential products at a fair price.

Supported by its core brand pillars of creativity, value, longevity, service and flexibility (hear more about this on our corporate video), Fresh Choice is the perfect solution of any retailer as it offers:

  1. A Complete Range – 400+ SKUs covering 9 key categories, at competitive prices
  2. A point of Difference – With 40+ unique products in a growing innovation range, Fresh Choice is unique. All innovations backed with videos and QR codes to aid in-store sell out.
  3. An Impactful Look – Packaging and color scheme makes products fly off the shelf with impulse purchases
  4. A Full Service – Offering the full range of in-store POS options (in-line, FSDUs, CDUs, Value Packs, Clip Strips, Seasonal Programs and more) to maximise Profit per Square Foot

Globally, distributers and retailers are excited by the program and understand how this brand will disrupt the market and bring something new to a category that needs revival. One such distributer stated that “Fresh Choice is a complete and merchandisable range and its clear this brand will gain space in major retailers quickly, an opportunity not to be missed”. 

The Brand is now focused on onboarding distributors around the world to carry the Brand and within 3 months of launch, opportunities already presenting themselves in Vietnam, Myanmar, Thailand, Australia, Bangladesh and more.

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