Nestlé has inaugurated its SparX Innovation Hub at the company's new Head Office in Expo City Dubai, marking a fresh push to blend artificial intelligence with local market insight and speed up product innovation across the region.
The hub is designed to spot emerging consumer trends, spark new ideas and accelerate experimentation, turning them into products and services meant to create lasting value for both consumers and the business.
The launch event drew a notable lineup of government and business leaders including Reem AlHashimy, Minister of State for International Cooperation and CEO of Expo City Dubai Authority, Abdulla bin Touq Al Marri, Minister of Economy and Tourism, Najeeb Mohammed Al Ali, Executive Director of the Expo City Authority, and Yasser Abdul Malak, Chairman and CEO of Nestlé Middle East and North Africa.
AlHashimy called the hub a sign of Expo City's growing innovation ecosystem and welcomed Nestlé as a strategic partner in the UAE's first Green Innovation District. Al Marri linked the launch to the UAE's broader push for economic diversification, noting that partnerships with global private sector players help strengthen the country's standing as an investment destination and support the development of new economy sectors.
Abdul Malak described the Middle East and North Africa as one of the world's most dynamic regions and said SparX reflects confidence in the region's talent and creativity.
SparX brings together startups, universities, technology partners and government entities to co-create solutions. Through Nestlé's partnership with the DIFC AI Campus, teams can capture real-time consumer signals and combine them with hands on consumer immersion, allowing the company to identify emerging needs earlier and move from idea to innovation faster.
News Source: Emirates News Agency
