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Signature Snacks—the pride of Dubai

Based in Dubai, largest city in the United Arab Emirates, Signature Snacks has seen remarkable growth since its 2014 launch, and packaging has played a key role.

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The company currently employs 250 people and exports to 77 countries – a figure that is rapidly growing. In total, Signature Snacks makes 17 different products with a range of flavours, covering everything from wafers with a caramel cream filling to dates coated with chocolate. The food specialist’s product catalogue currently includes 64 separate items. “We set the highest standards for our products and supply customers with a delicious, natural premium product that does away with artificial colouring or flavour enhancers,” says CEO Nizar Rajoub, outlining key elements of the company’s philosophy. “The customer is the judge of our food – that’s the critical factor for our product development.”

The CEO doesn’t only set his sights high for the products. Packaging, too, must meet stringent requirements. “For a company that makes products for consumers, the issue of packaging is an important one that strongly influences the decision to buy or not buy,” says Rajoub. Preserving freshness and ensuring gentle treatment of the products is also essential. “The full experience of our snacks is only unleashed once they are enclosed in appealing and technically perfect packaging. Premium products deserve premium packaging.”

Just how seriously CEO Rajoub takes this topic can be seen a few kilometers from the head office, at Dubai Investment Park, where Signature Snacks runs a modern industrial plant that meets the highest production standards. The hustle and bustle here mirrors the atmosphere in the thriving metropolis of Dubai. On the ultra-clean dark green industrial floor, six gleaming silver packaging machines made by German manufacturer Hastamat Verpackungstechnik stand alongside the processing machines. Hastamat, which is part of the Piepenbrock Group, supplies not only complete packaging lines comprising multihead weighers and vertical baggers, but also flexible product feeder systems to convey, buffer, and combine the snacks. “Signature has around 300 meters of conveyor lines and multihead weighers from our CP series, various RM-250 series vertical baggers, and a multihead weigher on a horizontal packaging machine,” says Marco Hinter, Head of Sales and Marketing at Hastamat.

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