Phoenix Consumer Brands

The Phoenix Consumer Brands division manages the brand development, retail distribution and logistics for both agency and owned brands across food and non-food categories.


Phoenix Consumer Brands is strongly aligned with the Group's sustainability ethos, with our brand Enviro Care being the largest oxo-biodegradable brand in the UAE.

Our consumer brand operations directly cover the growing UAE market, with indirect coverage of strategic markets in the GCC region.

We plan to expand into select markets and products in Africa by building on the good reputation that our Pan African brands have for their consistent quality and availability.

​Zarah, our food brand, covers the full gamut of staples.

Zarah includes a range of staple food items including basmati rice, south Indian / jasmine / Calrose rice, pulses, sugar, whole and powdered spices, honey, dry fruits, olive and sunflower oil, olives, canned food and chutneys.

It also boasts a growing range of organic variants of these staples including rice, white and brown sugar, pulses and quinoa.

Be a part of The One Percent Change...

As part of our commitment to the planet, we have developed environmentally friendly packaging materials.

​Enviro Care boasts a range of single-use disposables made from planet-friendly material like sugarcane and bamboo pulp. It is the largest oxo-biodegradable garbage bag brand in the UAE.

Apart from the owned portfolio, we also develop the market through intensive logistics and customer / consumer management. 


We manage well-known brands including Nautilus tuna, Paper Boat juices, Kwality Cereals, Classmate stationery, Organyc female hygiene products, the Nature’s Organics range of shampoos, gels and home cleaning solutions, Cool & Cool paper products, plus many more.

Sustainability, Impact and Traceability

We believe great changes can be effected through a series of small, well-planned and well-executed steps that contribute to the greater good. Hence, we coined the term '#TheOnePercentChange' as a philosophy to ensure that each step taken by our stakeholders delivers a positive change. In the same spirit, we seek to combine our efforts with others who serve all or part of the needs of our evolving planet and align with the United Nations’ Sustainable Development Goals.

Our Cultural Ethos

Phoenix strives for continuous improvement and works towards shared success by doing the right thing for the right reasons. We bank on our vision, conviction and drive to energise, engage and inspire. We grow by managing our risks, obligations and opportunities with a solemn commitment to people and our planet.

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