In 2025, muesli continues to grow in popularity across the United Arab Emirates, driven by rising health awareness and a shift toward clean-label, convenient breakfast solutions. The country’s high expat population, evolving fitness culture, and increasing demand for organic, gluten-free, and high-protein cereals have led to a notable surge in muesli imports. This growth has created strong opportunities for companies that specialize in bringing international muesli brands to the UAE. Below is an overview of the top 10 muesli importers based on market performance, strategic expansion, and category innovation in 2025.
1. Nutrimax International FZCO
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Market Share: 17%
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2025 Revenue: $10.5 million
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Head Office: Jebel Ali Free Zone, Dubai
Overview:
Nutrimax International has emerged as the UAE’s top muesli importer by focusing on functional blends such as protein-packed muesli, keto-friendly options, and superfood-infused cereals. Their exclusive partnerships with premium European and Australian brands give them a clear edge in product variety and innovation.
Strategic Focus:
In 2025, Nutrimax expanded into cold chain logistics to improve shelf life and freshness for organic muesli blends. They also launched a private label brand for hotels and gyms.
2. Wellness Avenue LLC
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Market Share: 14%
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2025 Revenue: $9.2 million
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Head Office: Dubai Investment Park
Overview:
Wellness Avenue imports clean-label, sustainably sourced muesli brands, mostly from Germany, the Netherlands, and New Zealand. With a strong presence in Carrefour, Lulu Hypermarket, and Talabat Mart, the company thrives on retail accessibility.
Strategic Focus:
In 2025, they introduced single-serve travel pouches and collaborated with Dubai-based nutritionists to co-create high-fiber mixes targeting diabetic and weight-conscious consumers.
3. Green Basket Trading
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Market Share: 11%
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2025 Revenue: $7.4 million
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Head Office: Sharjah
Overview:
Green Basket has built its success on distributing European brands that specialize in sugar-free and allergen-friendly muesli. Their pricing and volume-based supply to institutional buyers—such as cafes and co-working spaces—gives them a unique channel edge.
Strategic Focus:
They expanded B2B sales to hotels and airline caterers in Abu Dhabi and launched B2C subscription boxes online in early 2025.
4. Emirate Food Suppliers
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Market Share: 10%
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2025 Revenue: $6.9 million
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Head Office: Dubai
Overview:
Focused on broad retail penetration, Emirate Food Suppliers offers affordable imported muesli under global brands while supporting regional supermarkets with white-label options.
Strategic Focus:
They rolled out multilingual labeling and halal-certified SKUs this year, improving appeal among local and regional shoppers.
5. Harvest Planet FZE
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Market Share: 8%
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2025 Revenue: $5.6 million
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Head Office: Ajman Free Zone
Overview:
Harvest Planet focuses on premium Swiss and UK muesli brands, with a strong foothold in e-commerce and organic-focused retailers like Organic Foods & Café.
Strategic Focus:
2025 marked their move into health-focused influencer collaborations and live demonstrations in gyms and yoga studios.
6. Aurum Organic Imports
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Market Share: 7%
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2025 Revenue: $5.1 million
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Head Office: Dubai
Overview:
Specializing in gluten-free and vegan muesli products, Aurum caters to Dubai’s expat-heavy consumer base looking for specialty nutrition options. Their curated portfolio includes Nordic and Australian artisan brands.
Strategic Focus:
They launched a D2C portal and introduced compostable packaging to enhance appeal to sustainability-conscious millennials.
7. Middle East Food Network (MEFN)
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Market Share: 6%
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2025 Revenue: $4.5 million
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Head Office: Abu Dhabi
Overview:
MEFN works closely with local distributors to bring mid-range European muesli brands to the UAE. Their strength lies in regional logistics and availability across all seven Emirates.
Strategic Focus:
In 2025, they began white-labelling muesli blends for gyms and corporate wellness programs.
8. Sun & Seed Trading LLC
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Market Share: 5%
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2025 Revenue: $3.8 million
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Head Office: Dubai
Overview:
Sun & Seed has seen success through curated muesli boxes sold on Amazon UAE and Noon. They import boutique brands focused on ancient grains and Middle Eastern flavor profiles.
Strategic Focus:
They introduced dates-and-cardamom muesli in 2025, gaining traction in Ramadan-themed health food promotions.
9. BioCore Naturals LLC
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Market Share: 4%
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2025 Revenue: $3.2 million
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Head Office: Ras Al Khaimah
Overview:
BioCore Naturals imports European-certified organic muesli products and supplies mostly to wellness clinics, dietitians, and high-end retailers.
Strategic Focus:
The company partnered with UAE nutrition schools in 2025 to co-develop immunity-boosting cereal formulations.
10. Healthy Elements FZ LLC
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Market Share: 3%
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2025 Revenue: $2.5 million
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Head Office: Dubai
Overview:
As a rising player, Healthy Elements focuses on affordable yet clean-label muesli brands from Southeast Asia. Their aggressive pricing has helped them tap into value-driven supermarket chains.
Strategic Focus:
They launched bundles with plant-based milks and began exporting to Oman and Bahrain as part of their 2025 expansion strategy.
Conclusion
The muesli import landscape in the UAE is no longer limited to generic cereal blends. In 2025, it is being shaped by specialization, ethical sourcing, localized innovation, and omni-channel retail strategies. From luxury granola to affordable oat-based mixes, these top 10 importers are meeting a growing demand for wellness-driven breakfasts while tailoring their approach to a culturally diverse, health-conscious market. With continued urbanization and rising disposable incomes, the outlook for muesli in the UAE remains strong and full of opportunity.
