Over the decades, the United Foods portfolio has grown both in size and in reach; however, there will always be a place of honor for our flagship brand, Aseel. What began as the first branded ghee in the region has blossomed into a broad range of kitchen staples trusted by millions around the world.
Aseel ghee has been winning the hearts and minds of consumers since its inception in 1976. Known affectionately among gourmands as “liquid gold”, this versatile range of cow and vegetable ghee is today the preferred brand for sweet makers, leading not only in the UAE, where Aseel vegetable ghee commands 81% market share, but also across the GCC and Europe, with a distribution network that spans over 60 countries.
The secret is in its unique recipe, which creates a rich texture and buttery flavor with vitamin-packed nutritional value. Today, more than ever, health is a priority for consumers, and Aseel delivers with an all-natural cow ghee made with premium dairy sourced from grass-fed New Zealand cows as well as a vegetable ghee that is free from trans fats and cholesterol.
Evolving with the needs of its consumers, UFC has continued to bring innovation to the table, introducing Aseel ghee sunflower and canola oil blends. The Aseel line has also broadened to include a standard-setting variety of edible oils (sunflower, canola, corn, and olive oil), butter and tahina.
Meaning “authentic” in Arabic, Aseel reflects its values in its unflagging work with the local communities it serves. As part of its pledges to sustainability and social responsibility, UFC launched the Step Up with Aseel (SUWA) initiative with the motto, “To inspire change we must lead by example.” SUWA partners with local nonprofit organizations in several worthy causes, which have included raising awareness about cyberbullying, supporting autism, reducing plastic waste, fighting breast cancer, and distributing thousands of iftar meals to laborers annually, among many other sustainability initiatives.
Home cooks and culinary professionals depend daily on Aseel to bring nourishing, flavorful goodness to their meals. True to its “flagship” title, Aseel continues to steer us towards our roots as a homegrown company whose dedication to quality has made it an internationally beloved brand.
