Agile protein bar manufacturing in Mainland Dubai
Fast R&D. Low MOQs. Consistent quality.
We build and run a modern protein bar plant in Dubai
that lets brands launch and scale faster with low minimums, stable quality, and data-driven formulation.
The Problem
Brands face significant barriers when manufacturing protein bars through traditional co-packers.
Long Wait Times
Brands wait months for capacity. Long lead times and high MOQs from import co-manufacturers.
High MOQs
High minimum order quantities slow innovation and increase inventory risk. Small and mid runs are underserved
Supply Chain Friction
Quality and shelf-life risk increases with long routes and relabelling.
Our Solution
Built for short runs and rapid iteration.
Modular line. Quick changeovers. Digital QA.
In-house formulation with data tools for cost and stability optimisation
Three engagement lanes: Tolling, Private label, Co-development.
What We Make
Cold-formed Protein bars | Energy balls | Pralines | Coated nut clusters
Formats
40 to 70 g units with diverse textures and crunchy inclusions
Finishes
Soft bake or layered coatings for premium appeal
Claims
High protein, high fibre, reduced sugar, vegan options
Clean Label
Simple ingredients that consumers recognise and trust
Why Dubai (Mainland)
Strategic Location
Dubai serves as a regional hub with exceptional logistics access.
- One-day delivery to UAE retail
- 3 to 6 days trucking into GCC
- Strong import ecosystem for ingredients and packaging
- Skilled operators and third-party labs within the city
Mainland Structure Benefits
- Corporate tax: 9% above AED 375k taxable income
- VAT: 5% with input recovery
- Operates across entire UAE market without free zone limits
Market Opportunity
UAE snack bars ≈ USD 160–170m 2024. KSA ≈ USD 250m. GCC > USD 400m by 2025. Category growing ~5%
Market Dynamics
- Fragmented co-packer capacity creates a service gap for small to mid-sized runs
- Initial focus on UAE and KSA markets
- Expansion into wider GCC, Europe and the US with export-friendly SKUs
Business Model
Three engagement lanes designed to match each brand's stage and capabilities.
Lane 1: Tolling
Client supplies ingredients and packaging. We run, test, and release product.
Fee per bar
Lane 2: Private Label
We formulate and supply finished goods with full ingredient procurement.
Ex-works transfer price per bar
Lane 3: Co-Development
Joint formulation IP with premium positioning. Option for volume rebates or exclusivity fees.
Premium transfer price per bar
Unit Economics per 55 g Bar
Assumptions reflect current UAE vendor quotes. All figures in USD.
Contribution funds fixed plant costs and taxes. All figures per 55 g bar in USD. Tolerance ± 0.01.
Capacity and Utilisation
Line Throughput
200 kg per hour. At 55 g per bar, this equals 3,636 bars per hour.
Year 1 Plan
Single shift: 8 hours per day, 5 days per week, 48 weeks. 80% uptime. Run hours: 1,536. Output capacity: approximately 5.6m bars.
Year 2 Plan
Average 1.5 shifts. Output capacity: approximately 8.4m bars.
Year 3 Plan
Two shifts. Output capacity: approximately 11.2m bars.
Changeover Efficiency
Target below 60 minutes with pre-weighed kits and staged clean-downs.
Line Schematics
Facility and Utilities
Designed for optimal efficiency, hygiene, and compliance with global food safety standards.
Plant Design & Footprint
- Usable area: ~15,000 sq ft (7-8k ground, ~7k mezzanine).
- Linear unidirectional flow with critical allergen zoning.
- Food-grade PU/PIR wall panels, 3.5-4m ceiling clearance.
- 3mm epoxy floors with SS304 drains, LED IP65 shatterproof lighting.
- 500 sq ft QA/QC lab with chemical-resistant benches.
Infrastructure & Safety
- Total connected load: ~120 kW (Bar line ~60-70 kW).
- Production HVAC: 20-24°C; Storage: 18-22°C, MERV 13 filtration.
- SS304 plumbing, optional RO/UV for production water.
- Food-grade, oil-free compressed air with dryer.
- Civil Defence approved fire safety, comprehensive electrical protection.
Certifications Ready
Designed to meet FSSC 22000, HACCP, ISO 22000, and Halal standards.
Operations and Quality
Rigorous quality systems designed for certification and consistency from day one.
HACCP Compliance
Live from first commercial run. Designed to achieve FSSC 22000 within 6 to 9 months.
Digital Batch Records
In-process weight control with SPC charts for real-time quality monitoring.
Shelf Life Testing
Retained samples and structured shelf life testing schedule.
Supplier Management
Approved supplier list and incoming COA verification protocols.
Third-Party Testing
Lab partners in Dubai for microbiology and heavy metals analysis.
Technology and Data Edge
Proprietary tools reduce iteration cycles and improve operational efficiency.
Formulation Optimiser
Models cost, nutrition, texture class, and label rules to identify optimal formulations faster.
Sensory Preference Model
Trained on panel scores to reduce physical iterations and accelerate product development.
Computer Vision QA
Automated bar dimension and surface defect checks for consistent quality.
Finite Capacity Scheduling
Increases uptime and reduces changeovers through intelligent production planning.
Competitive Landscape
Global co-packers optimise large MOQs. Regional capacity skews to simple date-based bars.
We win on speed, low MOQs, compliant QA, low prices at quality parity, and superior service for sub-100k unit orders.
Go-to-Market Strategy
Anchor Partners
Secure three private label partners in GCC to establish baseline demand.
Tolling Conversion
Offer tolling services to convert trial users quickly and fill early production hours.
Exhibitions
Exhibit at Gulfood, PLMA, PLME and Anuga to meet retail buyers and distributors.
Export Ready
Develop export-ready infrastructure with logistics partners.
Roadmap
Months 0–2
Finalise layout. Lock vendor POs. Civil and utilities
Months 3–4
Delivery and installation. Factory acceptance testing (FAT). Site acceptance testing (SAT). Trial runs start.
Month 5
First commercial runs. HACCP audit completed.
Month 6
FSSC 22000 stage 1 audit.
Month 9
FSSC 22000 stage 2 audit.
Month 12
Two anchor PL SKUs steady. Cash break even at steady run rate.
Leadership Team
Adel Mohammed
CEO
MBA, BSc Industrial Engineering.
Over 10 years in strategy & global expansion. Grew FMCG global footprint from 30 → 56 countries, delivered 28% YoY revenue growth, and led digital transformation with 1,154% online sales growth.
Hussain Khateeb
Production & QC Manager
MSc Food Science & Technology.
Over 15 years in large-scale food manufacturing. Managed operations across 7 production lines, achieved Dubai Municipality “Golden A” rating upgrade, and reduced manufacturing costs by 7%.
Liam McMunnigall
CFO
ACCA Qualified Accountant.
A finance expert with a knack for crafting investor ready financial models with proven success accounting and financial oversight. Previous finance roles at Diageo and C&C Group as well as FMCG startups.
Legal and Tax Structure
Entity Structure
Mainland UAE entity with full operational flexibility.
- Corporate tax: 9% on taxable profit above AED 375k
- VAT: 5% with input recovery
- Eligible for customs and duty relief schemes where available
- No free zone restrictions on domestic market access
Financial Summary
Base case assumes private label as main revenue lane with tolling filling early capacity. All figures in USD.
Mix assumption: 85% private label at $0.72 and 15% co development at USD 0.85 gives ASP ≈ $0.74. Variable cost uses $0.46 in Y1 to include launch scrap and QA overhead, easing to $0.44 by Y3.
Breakeven proof: Monthly fixed cost ≈ USD 47,700. Contribution per 55 g PL bar ≈ USD 0.31. Breakeven volume ≈ 154,000 bars/month. Month 12 example 350k bars × $0.28 contribution ≈ $98k versus fixed $47.7k → positive cash.
Use of Funds
USD 1m seed round allocated across five categories.
Allocation Details
- $0.60m: Equipment and installation
- $0.12m: Civil works, utilities, and commissioning
- $0.18m: Working capital (Ingredients, packaging)
- $0.06m: Hiring and training
- $0.04m: Certification, labs, and compliance
Runway ≈ 15 months on base case.
Risks and Mitigations
Ingredient Volatility
Risk: Price fluctuations impact margins.
Mitigation: Dual sourcing, buffer stock, and price escalator clauses.
Packaging Lead Times
Risk: Long lead times delay production.
Mitigation: Digital print for first 6 months. Call-off arrangements thereafter.
Audit Delays
Risk: Certification timeline extends.
Mitigation: External pre-audit. Stage gates tied to SAT and trial runs.
Demand Ramp
Risk: Slower than expected customer onboarding.
Mitigation: Tolling lane absorbs capacity whilst private label builds.
Currency and Tax
Risk: Exchange rate or regulatory changes.
Mitigation: USD pricing for exports. Local compliance counsel engaged.
The Ask
Investment Instrument
- SAFE
- USD 2m pre-money valuation
- 20% discount
- Most favoured terms
Use of Proceeds
- Equipment and installation
- Civil and utilities
- Working capital
- Team and compliance
Key Milestones
- SAT complete
- First commercial run & HACCP
- FSSC 22000 stage 2 audit
- Cash break-even
Why Us
Truvian combines operational expertise, strategic location, and clear economics to deliver rapid returns.
Proven Operators
Team has shipped product and passed audits. Track record of commissioning and running food manufacturing lines.
Built for Speed
Plant designed specifically for short runs, fast changeovers, and digital quality assurance.
Strategic Location
Mainland Dubai provides rapid access to GCC markets, skilled labour, and testing infrastructure.
Clear Path to Scale
Proven unit economics with defined milestones to cash generation and profitability.
Appendix A
Fixed Cost Detail per Month
Operating cost structure. All figures in USD per month.
Contribution per bar (base case): $0.28
Breakeven bars per month: ≈ 170,000
Appendix B
Packaging Playbook
Flexible packaging strategy to support low MOQs whilst building towards efficiency at scale.
Digital Print First
Digital printing supports low MOQs for first production runs and rapid SKU testing.
Transition to Plate
Shift to plate printing once SKUs stabilise and volumes justify tooling investment.
Supplier Diversity
Alternate vendors approved for films, cartons, and labels to ensure supply continuity.
Appendix C
Shelf Life and Stability
Structured approach to ensuring product stability and extended shelf life.
Formulation Mapping
Sugar alcohol and fibre systems mapped to 6 and 9 month shelf life targets based on ingredient interactions.
Coating Options
Multiple coating formulations tested to reduce moisture migration and extend product freshness.
Accelerated Protocol
Accelerated shelf life testing protocol in place to predict stability and validate claims faster.
Thank You
Let's build the future of agile food manufacturing in the GCC
For further information or to discuss investment opportunities, please contact at adel@truvianfoods.com
Truvian Foods