Unveiled at MIITE 2026, with plans to roll out over 15 flavours across the UAE in Q3 2026.
Abu Dhabi: A newly launched UAE-based fresh juice brand is setting its sights on gaining a strong foothold in the country’s expanding beverage market.
Al Ain Farms Group (AAFG) and NRTC Group have formed a joint venture to introduce Al Ain Taaza, with plans to capture around one-third of the UAE’s Dh500 million fresh juice segment within the next three to five years.
The announcement was made during the fifth edition of Make it in the Emirates 2026, currently taking place in Abu Dhabi.
The partnership brings together two UAE-based companies under Ghitha Holding to establish a fully domestic operation focused on ultra-fresh juice production. The move reflects growing momentum in the fresh and functional beverages segment, driven by rising consumer demand in recent years.
Under the agreement, NRTC Group will oversee fresh produce cultivation, sourcing and processing, leveraging its existing infrastructure, including processing facilities and cold chain logistics, to support the venture.
Joint venture
Al Ain Farms Group will contribute its distribution network and manufacturing capabilities, including bottle production. Its network reaches more than 23,000 sales points daily across retail outlets, hospitality venues and e-commerce platforms.
“This partnership shows what’s possible when UAE businesses invest in one another’s strengths,” said Hassan Safi. “Al Ain Taaza is a product developed by and for the UAE, bringing trusted brands, strong production, and national distribution into one homegrown offering.”
“Al Ain Taaza represents a strategic expansion of our capabilities into high-growth, value-added categories,” said Mohammed Al Rifai.
“By combining our end-to-end expertise in fresh produce production, sourcing, processing and cold chain infrastructure with Al Ain Farms Group’s brand strength and distribution scale, we are creating a platform that ensures consistent quality, supports category growth and meets the rising demand for ultra-fresh products across the UAE.”
The brand is set to launch in the third quarter of 2026 with more than 15 flavours, including refreshments, functional blends and smoothies, with products available nationwide from day one.
The joint venture marks an expansion of Al Ain Farms Group’s beverage portfolio and reflects a broader push by Ghitha Holding to grow locally produced food and beverage brands.
The announcement comes during the fifth edition of Make it in the Emirates 2026, which opened on Monday at the Abu Dhabi National Exhibition Centre (ADNEC) under the theme “Advanced Industry”.
This year’s edition is the largest to date, featuring 1,245 exhibitors — a 73 per cent increase from 2025 — and spanning 88,000 square metres, up 30 per cent year on year.
