In line with A’Saffa Foods, the sultanate’s largest fully integrated poultry project’s corporate philosophy of ‘healthy food, health and happiness’; the brand’s ‘Ekhtiari’ range of premium low-fat, low-calorie frozen snack delights are finding health-conscious takers throughout the sultanate and beyond. Providing nutritious frozen meals and snacks for busy, but health-conscious consumers in Oman and the GCC region, the range ensure a guilt-free and convenient eating option for those that put their health and fitness above all.

With the ‘Ekhtiari’ range, shoppers who put an increased focus on the health and happiness of their families are able to enjoy the quality of A’Saffa Foods conveniently at their local grocery store. Prepared using pure, natural and superior ingredients just like all of A’Saffa Foods’s other products; the Ekhtiari range provides fitness-aware families with lean versions of crowd favorites such as Chicken Burger, Breaded Chicken Burger, Chicken Franks, Chicken Nuggets, Chicken Finger, Chicken Fillet, amongst several others.

“A low fat and low-calorie premium frozen product selection – ‘Ekhtiari’ means ‘my choice’, and provides consumers ‘wholesome taste and happiness – Mia Bil Mia’. We came up with the exclusive ‘Ekhtiari’ range, as we wanted health conscious individuals and families all over the Sultanate, as well as the GCC, to be able make the simple choice of eating a high-quality lean product. Like our usual product lines in the A’Saffa Foods frozen category, the ‘Ekhtiari’ range is Individually Quick frozen (IQF) to preserve flavour, nutrients, and natural texture,” mentioned Sidhartha Lenka, Head of Marketing and Sales at A’Saffa Foods.

He further explained, “Consumers should always have the choice to indulge and eat without guilt, and be carefree; and that’s why the ‘Ekhtiari’ range of premium products were developed. Our key point of differentiation - is that meals created using ‘Ekhtiari’ are both delicious and good for one’s body. Consumers who chose to have a premium lean product and are looking for convenient ways to eat better will love every bite!”

Like A’Saffa Foods’ other range of quality frozen products, ‘Ekhtiari’ too enables the company to offer more accessibility to individuals and families in Oman as well as the GCC who are looking for even more leaner, premium and convenient meal-time solutions, without compromising on taste. The ‘Ekhtiari’ range hence helps provide consumers with the choice of a top-quality, low-fat, low-calorie, protein-rich, wholesome, care-free and tasty snacks and meals; that keep them healthy, energetic and most importantly happy. With the success of products such as the ‘Ekhtiari’ range, it is worth mentioning that A’Saffa Foods’ Board of Directors have approved an expansion plan to raise chicken meat production capacity by 100 percent and continue in their endeavor to foster and support food security, self-sufficiency and increased employment opportunities in the Sultanate. The total capital expenditure outlay of the expansion is RO 45 million.