A’Saffa Spotlights Ekhtiari and Khayrat Frozen Brands

Ruwi, Oman-headquartered A’Saffa Foods has launched the Ekhtiari assortment of low-fat, low-calorie frozen poultry snacks, which are now available in the freezer aisles of hypermarkets, supermarkets and grocery stores throughout the Sultanate. The line features lean versions of kid-friendly products including chicken burgers and franks, chicken fingers, nuggets and fillets.

“Consumers should have the choice to indulge and eat without guilt, and be carefree – and that’s why we’ve created the Ekhtiari range of products,” said Sidhartha Lenka, the company’s head of marketing. “Our point of difference is that meals created using Ekhtiari [which means ‘my choice’ in English] will be both delicious and good for one’s body.”

ASaffa poult snacks

Lenka elaborated: “We want parents all over the country to be able to make the simple choice of feeding their kids lean products. As is the case with other frozen lines in the A’Saffa Foods category, Ekhtiari products are individually quick frozen (IQF) to preserve flavor, nutrients and natural texture.”

Khayrat Frozen Vegetables

Meanwhile, the company is shining a spotlight on its range of Khayrat brand frozen green peas, sweet corn and vegetable mixes sourced from India. The Arabic word Khayrat translates as “the finest of crops,” or the “best quality ingredients.”

Asafa frozen veg“Vegetarianism has been a growing trend for several years now, whether it’s among consumers on gluten-restricted diets or simply those looking to reduce calorie and carbohydrate impact,” said Lenka. “Khayrat was thus introduced as a convenient option for these consumers, and we’ve taken it a step further by providing several vegetable varieties so they have multiple options.”

The marketing head added: “It is noteworthy that frozen vegetables are one of the healthiest ways for families to get their daily dose of nutrition and vitamins, as up to 45% of important nutrients can be lost in fresh vegetables by the time they are actually consumed.”

Established in 2001, A'Saffa Foods is the largest fully integrated poultry business in Oman. Its chicken farms are based in the southern part of the country, within a 40-square kilometer area in Thumrait, where high quality frozen and fresh products are packed. Value-added further processed products are produced at a state-of-the-art automated plant in Muscat. All output is halal-certified, with exports going to the United Arab Emirates, Qatar, Bahrain, Kuwait, Saudi Arabia, Yemen, Iraq, Lebanon, Egypt, Vietnam, China and Pakistan.