JK Foods, the company behind the popular snack brand Fun Flips, has entered the United Arab Emirates market through a strategic partnership with Lulu International Group, one of the region’s largest retail conglomerates. The collaboration has already given Fun Flips significant shelf presence across Lulu’s stores in the UAE, marking the brand’s first major step outside India.
According to a joint statement, Fun Flips has seen encouraging early traction in the UAE, aided by Lulu’s extensive retail footprint and strong consumer reach. Building on this start, JK Foods plans to scale up distribution across other Gulf Cooperation Council (GCC) nations, including Saudi Arabia, Oman, and Bahrain, with a longer-term ambition of establishing a stronghold throughout the Middle East.
Yusuff Ali M A, Chairman and Managing Director of Lulu Group International, said the partnership is built on a shared understanding of consumer preferences in the Gulf. “With our wide customer base and established presence, we believe Fun Flips has the right product appeal to gain significant momentum across the region,” he said.
Chaitanya Singhania, CEO of JK Foods, called Lulu the “ideal partner” for the brand’s global foray. “Their unparalleled distribution network and deep knowledge of local consumer behavior will help us introduce Fun Flips to a much wider audience and strengthen our international footprint,” he added.
Founded as part of JK Foods’ growing snack portfolio, Fun Flips has built a strong presence in India’s packaged foods market. The company sees the GCC as a natural next step, given the large expatriate population and rising demand for affordable, ready-to-eat snacks. The UAE launch represents the beginning of an aggressive overseas growth plan, with further rollouts expected in phases across the Gulf.
