Aseel, a United Foods Company brand, launched in the UAE in 1976 with a special recipe that catered to various tastes and gave food an unparalleled richness. Throughout the past 40 years, Aseel has been the brand of choice, the brand of heritage, and the brand that brings families together. Aseel is a proud UAE brand that has been able to make the leap from local to international markets, becoming synonymous with quality, taste, flavor, and nostalgic moments.
From its beginnings as the region’s first branded consumer ghee, Aseel had established itself in the Emirati home before taking its first steps in foreign markets. In 2004, Aseel made its way to the Syrian market, where in a short time it became the country’s most popular ghee. Since then, our Syrian consumers have viewed Aseel as a necessity in their homes and bakeries, passing the tradition from one generation to the next.
This achievement paved the way for expansion into regional markets. Soon, Aseel had become a leading brand in the GCC.
With its reputation preceding it, in 2011 Aseel made its debut in Europe and quickly became the most preferred ghee brand among Syrian communities, earning 70% market share in the vegetable ghee segment. Over the next decade, Aseel would continue to gain ground around the world, entering diverse markets in distant lands, from Australia to Canada and the United States to Central and Eastern Asia. Today, Aseel reaches over 60 countries.
Aseel has enjoyed unprecedented achievements not only in the UAE and GCC, but also in Europe, the United States, Canada and Australia. We owe this success to our loyal consumers, who will always be the focus of our efforts, and the vision, innovation and strategic planning that have guided us through the decades.
Our journey with Aseel will continue as we build new relationships daily, bringing the same standards of quality and care wherever we go, always seeking new horizons.
