SAMBAZON introduced its refreshed packaging and logo at the recent Gulfood in Dubai.
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US-based açaí brand SAMBAZON is prioritising taste testing promotional activities over advertising in the Middle East, with the former has shown strong customer conversion rates.
According to co-founder Ryan Black, the brand has been gaining traction in different parts of the Gulf Cooperation Council (GCC) over the past year, with Saudi Arabia being a significant growth market.
“It’s great to see our products in premium food service locations as well as major supermarkets like Danube, Carrefour, Spinneys, and Lulu etc. We are active in most of the GCC countries, from our main market in the UAE to Qatar, Kuwait, and Bahrain.
“The reality is that açaí is still very new to the region, so people are really just discovering us for the first time for the most part. Be it through HoReCa channels or retail supermarkets, we are looking for new customers to increase distribution and consumption of açaí in the market,” he told FoodNavigator-Asia at Gulfood 2025.
As the awareness of açaí in the Middle East is in its infancy, Black believes that the best tactic to raise it is through product taste testing, rather than advertising.
“We do less of outdoor advertising and magazine ads, and much more of putting our products in the mouths of consumers at supermarkets through tastings, or at a lifestyle or sporting events, such as a marathon, triathlon, and major festivals like Taste of Dubai.
“Açaí has a very strong flavour. As it tastes so good, people who have never had it before, especially those living outside the UAE, fall in love with it after trying once — it’s like love at first sight. It’s shocking how much they like açaí. I’d say that we win over 90% of people once they try it, and they become enthusiasts and eventually loyal customers. That’s why we really focus much more on promotional activities than advertising.”
Line-up expansion
At Gulfood, SAMBAZON introduced its refreshed packaging design and logo.
“For many years, we had used the representation of an indigenous Amazonian Indian whom we see as the protector of the forest. The new logo symbolises both a headdress and a leaf on a tree,” Black shared.
The firm has also been working on new product development (NPD) and expanding its line-up.
“Our NPD usually starts in the US where we are based, which leads to the creation of new SKUs, such as different flavours of its açaí products. We have launched dragon fruit products over the past year. Dragon fruit is a healthy, beautiful fruit that gives a nice pink colour [to the product].”
Additionally, some of its latest offerings include Original Açaí Superfruit Juice, a cocoa berry-flavoured beverage with 50% less sugar compared to the Original Açaí Juice.
In line with current market trends, the brand has also released unsweetened versions of its Frozen Smoothie Pack, Frozen Açaí, and Frozen Açaí Superfruit Packs (purée).