Founded by young Emirati entrepreneur Rashid Gargash, the homegrown brand showcases a new generation of UAE innovation by transforming dates and camel milk into high-protein snacks designed for modern lifestyles
In a market dominated by imported snack brands, a new Emirati-founded company is bringing local ingredients and homegrown innovation back to the forefront. Rashtions, a premium healthy snack brand founded by young Emirati entrepreneur Rashid Gargash, has officially launched across the UAE, introducing a new category of "Modern Emirati Nutrition" built around two of the nation's most iconic ingredients: dates and camel milk.
Proudly developed and produced in the UAE, Rashtions combines traditional ingredients with modern nutritional science to create protein-rich bites that fit seamlessly into busy everyday routines. Available in Date Truffle, Cocoa Truffle, Brazilian Coffee Truffle and Date Original varieties, each product is crafted using a simple base of dates, camel milk and ghee, delivering natural energy, healthy fats and up to 20 grams of protein into every 80-gram serving, without preservatives, added sugar, artificial sweeteners or unnecessary additives.
The launch marks a significant milestone for a brand that began not as a commercial venture, but as a research project exploring food security and sustainable nutrition in the Middle East. The journey also reflects the growing role of young Emirati entrepreneurs in shaping the UAE's innovation economy, with Rashid transforming an academic research initiative into a commercially viable consumer brand developed entirely in the UAE.
Driven by a desire to better understand the region's agricultural realities, Rashid Gargash spent years studying desalination, groundwater challenges and local food resources across the UAE. His research revealed that dates and milk were among the country's most abundant and accessible ingredients, inspiring him to explore how they could be transformed into a modern, functional food product.
Working alongside food scientists and researchers, Rashtions was developed through extensive formulation, testing and refinement in an in-house laboratory environment. Every aspect of the product was built from the ground up, from ingredients and nutritional profile to texture, taste and shelf life.
"Rashtions started with a simple question: if the UAE has incredible local ingredients, why aren't they at the centre of more everyday food products?We wanted to create something that reflects who we are and where we come from, while meeting the expectations of today's consumers. Dates and camel milk have nourished communities in this region for generations. Rashtions reimagines those ingredients in a format that is convenient, nutritious and relevant to modern lifestyles."
said Rashid Gargash, Founder of Rashtions.
Camel milk remains one of the brand's most distinctive differentiators, bringing a uniquely regional ingredient into an accessible snack format rarely seen in the global snacking industry. Combined with naturally sweet dates, the result is a product that delivers both nutritional value and a strong sense of belonging.
Designed for busy professionals, fitness enthusiasts and health-conscious consumers alike, Rashtions can be enjoyed as a quick breakfast, pre- or post-workout snack, or an on-the-go energy boost between meals.
The brand has already secured nationwide distribution through ADNOC and Emarat service stations, Union Coop, Deliveroo and Noon, making it widely accessible to consumers across the UAE. Products are also available directly through the Rashtions website.
As consumer demand continues to shift towards clean-label foods, local sourcing and functional nutrition, Rashtions aims to demonstrate how regional ingredients can compete on a global stage while celebrating the UAE's agricultural heritage, entrepreneurial spirit and the ambitions of a new generation of Emirati founders.
News Source: POP Communications
