Case Study: Signature Snacks—conquering the world with a personal style
The heart of Signature Snacks pulsates at the center of the United Arab Emirates. The manufacturer of wafers, crackers, biscuits, chocolate-coated dates, dried fruits and nuts is continuing to expand. Today, the company from Dubai exports its products to 77 countries around the world. And when it comes to weighing and packaging its premium foods, Signature Snacks relies on solutions supplied by Hastamat.
There isn’t a cloud in the sky above Dubai on this December day. While temperatures at the home of the German packaging machine manufacturer Hastamat are close to zero, the thermometer here reads a pleasant 26 degrees. In his spacious office, Nizar Rajoub is sitting at his desk. The founder and CEO of Signature Snacks is happy to offer visitors a strong cup of Arabic coffee, proudly serving tasty wafers, crackers or biscuits from his factory to go with it. Rajoub turns towards the window and points at the Burj Khalifa. Looking at the spire of the highest building in the world, located not two kilometers away, he says: “That’s where we want to go with Signature Snacks – to the very top. Our goal is to build a reputation as the market-leading, highest-value and most trusted food brand in the world.” His airy confidence is not without reason: launched in 2014, Signature Snacks has seen remarkable growth in a very short time. The company presently 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 flavors, 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 coloring or flavor enhancers,” says 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.”