Uhrenholt in the Middle East

Emborg has a strong position throughout the region, where it was introduced almost 50 years ago.
Thanks to the dedication and long term cooperation with the many distribution partners, Emborg is today a market leader in both dairy and frozen vegetables.

Superbrand 5 Years in a Row

Emborg has been a well-known premium brand in the United Arabic Emirates for decades and was in 2001 awarded the prestigious status of Superbrand for the first time. The Superbrands organisation is acknowledged worldwide for being an independent authority and arbiter of branding excellence and is committed to paying tribute to exceptional brands and promoting the discipline of branding.

In 2011, Emborg was again awarded Superbrand status as well as the following years 2012, 2013, 2014 and 2015. With pride, we can now say that Emborg has been awarded Superbrand five years in a row. We have previously in cooperation with the Superbrands organisation, chosen to bring our representation in the Superbrands book as well as this video animation.

Fresh Frozen in United Arab Emirates

The Emborg brand is strong in frozen vegetables. In an attempt to further elaborate on our ‘Fresh Frozen’ claim, we activated a large part of the modern trade in UAE with floor stickers, gondola branding and ‘on-pack’ communication booklets.

To attract consumers into the frozen vegetables category, we installed iPads near the Emborg branded gondolas, showing our Fresh Frozen movie.

The campaign was supported by promoters, dressed in purple Emborg t-shirts, who explained the concept behind ‘Fresh Frozen’ to consumers.

Country of Origin

Country of Origin is not always as it seems! At least requirements to health certificates can prove very demanding. More than once, our sales coordinators have saved the day by obtaining the necessary health certificates and veterinary stamps on goods bound for the Middle East and Africa. Specification needs may vary depending on where ingredients originate versus the processing location of the final product as was the case with a shipment to Egypt. Thanks to quick thinking and collaboration with suppliers, a pre-export certificate was obtained indicating ingredient country of origin in addition to the final shipment documents with supplier country of origin. The challenge is not bending the rules, but finding ways around them that satisfy all parties. At Uhrenholt, we excel at finding solutions to problems. 

Country of Origin

Lunch Box Activation in Bahrain

In order to promote our range of Dairy products targeted mothers and children in Bahrain, we used our life size Power Panda Mascot to distribute 1000 Emborg Power Panda lunch boxes each containing 2 x 200g Emborg Power Panda Sandwich Cheese.

Customers could sign up for a free photo session with Power Panda, who won the hearts of consumers during the promotion period. Look out for Power Panda who will be visiting other markets in future...


Power Panda launches in Pakistan

Employing the same concept as in other Middle East and African countries, we have successfully launched Power Panda processed slices in Pakistan. Our Power Panda mascot visits supermarkets to meet children and hand out free lunch boxes to customers. 

We have also been successful in supplying Emborg Portion butter to the Pakistani airline PIA. 


Power Panda launches in Pakistan
Linda Friis
"For inquiries regarding Middle East"
Linda Friis Senior Sales Coordinator, Middle East and Africa +45 96 376 317

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