South African confectionery brand partners with Tashas Group for UAE launch


November 7, 2022 | By RetailME Bureau

South African confectionery brand 1701 has launched in the UAE in partnership with Tashas Group. Specialising in nougat 1701 has recently launched its online store alongside entering tashas cafés.

Commenting on the partnership, Natasha Sideris, Founder of Tashas Group (tashas café, Avli, Flamingo Room, Galaxy Bar said, “1701 is nothing short of extraordinary, myself and the Tashas Group are excited to bring this product to the UAE in all its glory. Our company’s values are shared with 1701, where we believe in curating a personal experience through care and food grounded in heritage. We look forward to sharing this with everyone.”

Over the years, 1701 has had significant partnerships with notable companies including Netflix, Lamborghini, Porsche and The Oyster Box Hotel from Red Carnation Group. For their launch in the GCC 1701 brings an array of new nougat flavours specific to the region. The Middle East has a traditional and ancestral taste for sweets, using various nuts and natural herbal flavours that can be found in this part of the world. This has created an environment where locals have an instinctive affinity towards confection and a palate that matches the profile of nougat. Playing with ingredients iconic to the region 1701 has created seven flavours including Date, Almond & Cardamom, Turkish Delight & Almond, Halva & Almond, Salted Caramel Brittle & Pistachio, Salted Caramel Brittle & Macadamia, Roasted Almond and Macadamia nougat.

“We can’t wait to share our brand, our story and indulgent products with the Middle Eastern audience. Our nougat is one-of-a-kind with an original taste, especially our new line with flavours specifically created for the region. We truly believe that sharing this with the UAE and Gulf countries has been a long time coming, and partnered with Tashas Group, we cannot wait for 1701 nougat to be shared by all,” stated 1701 Founder Nick Scher.

In 2023, 1701 will continue its expansion by supplying Bayley & Sage stores in London with their nougat range besides selling through its own online store.

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