Dubai chocolate inspires Forest Feast, sparking a wave of innovation at Northern Ireland-based Kestrel Foods, which has now hit an impressive £20 million in sales across Britain. The company, known for its premium snacking brand Forest Feast, has combined exotic flavors discovered in Dubai with its traditional expertise to create unique new products that are delighting customers and driving remarkable growth.
This article explores how a chocolate experience in Dubai led to a surge of creativity, the story of Kestrel Foods’ journey, and how their bold product strategy is reshaping their future.
A sweet inspiration from Dubai
When you think of Dubai, luxury shopping, futuristic skyscrapers, and extravagant experiences come to mind. But for Michael Hall, founder and managing director of Kestrel Foods, it was a visit to a small artisan chocolate shop in Dubai that ignited a new creative fire.
On a trip to the UAE, Hall discovered how local chocolatiers infused chocolate with dates, nuts, and Middle Eastern spices. These rich, unexpected combinations inspired him to push the boundaries of his own product line.
He returned to Craigavon with a clear mission: to craft indulgent snacks that captured the magic of these flavors while maintaining Forest Feast’s signature commitment to quality and natural ingredients.
From local roots to international ambition
Founded in 1996, Kestrel Foods started as a small family-run business supplying dried fruits and nuts to local shops in Northern Ireland. Over time, the company expanded its product range under the Forest Feast brand, focusing on natural, healthier snacking options.
What sets Forest Feast apart is its commitment to creating snacks that are both wholesome and indulgent. Their dried fruits, nut mixes, and chocolate-dipped treats are all crafted with the idea of adventurous snacking in mind.
The inspiration from Dubai opened new creative doors. It pushed the team to develop products that blend sweet and savory in unexpected ways, bringing new life to the brand.
A £20 million milestone in Britain
Thanks to these bold innovations, Kestrel Foods has achieved £20 million in sales across Britain, a major milestone for the Craigavon-based company.
This success is not just about numbers; it represents the growing popularity of premium, better-for-you snacks. British consumers are increasingly looking for alternatives to traditional confectionery and processed snacks. Forest Feast’s creative, naturally inspired range fits perfectly into this trend.
Their new chocolate range, inspired by Dubai, includes dark chocolate mango pieces, salted dark chocolate almonds with a hint of cardamom, and even chocolate-coated dates with pistachio dust. These products have captured the attention of UK retailers and consumers alike.
Riding the wave of premium snacking
The premium snacking market in Britain is booming. According to industry reports, the sector is projected to reach over £6 billion by 2027, driven by consumer demand for high-quality, indulgent yet healthier snack options.
Forest Feast’s Dubai-inspired range positions the brand firmly within this space. Their approach appeals to both health-conscious consumers and those seeking luxurious treats. The combination of exotic ingredients, high-quality chocolate, and careful sourcing creates an irresistible offering.
Michael Hall describes the new products as the perfect bridge between healthy snacking and pure indulgence, a strategy that resonates strongly with modern shoppers.
Bringing innovation to traditional categories
While many snack brands stick to familiar formats, Kestrel Foods is unafraid to experiment. The Dubai chocolate-inspired line is just one example of how the company reimagines classic snacks.
Some standout creations include:
- Dark chocolate mango slices, a tropical twist on chocolate fruit.
- Middle Eastern spice almond clusters, combining almonds with cinnamon, cardamom, and sea salt.
- Chocolate-dipped figs and dates, a luxurious nod to traditional Middle Eastern desserts.
These products not only offer unique flavors but also tell a story. Each snack embodies the sense of travel, discovery, and adventure that inspired it.
Sustainability and sourcing: staying true to values
Despite their bold new direction, Kestrel Foods remains deeply committed to sustainability. The company sources its ingredients from carefully selected farms around the world, ensuring fair practices and minimizing environmental impact.
Their chocolate is responsibly sourced, and they strive to work with suppliers who share their dedication to ethical farming and fair trade.
Packaging is another area of focus. Forest Feast has invested in recyclable and compostable materials to reduce plastic waste and support a circular economy.
These efforts reinforce the brand’s authenticity and resonate with conscious consumers, further boosting loyalty and trust.
Investing in people and community
Behind the £20 million success story is a dedicated team. Kestrel Foods employs around 60 people at its Craigavon site. The company emphasizes training, staff development, and a positive working environment.
This people-first approach has helped the business navigate challenges, including supply chain disruptions and shifting consumer habits during the pandemic.
Michael Hall credits much of the company’s growth to the passion and creativity of the team. Our people are at the heart of everything we do, he says. Their dedication enables us to turn ideas, like the Dubai chocolate inspiration, into real, successful products.
Strengthening presence in Britain
While Kestrel Foods has a strong presence in Northern Ireland and Ireland, the British market has become a key focus in recent years. The Forest Feast brand is now stocked in major retailers, including Marks & Spencer, Waitrose, and Sainsbury’s.
The brand’s distinct packaging, bold flavors, and premium positioning help it stand out on crowded shelves. Marketing campaigns emphasize the adventure and indulgence behind each product, often featuring colorful imagery of ingredients and exotic locations.
Partnerships with chefs and food influencers have also played a role in raising awareness and driving demand.
Future plans: beyond chocolate
The success of the Dubai-inspired chocolate range is just the beginning. Kestrel Foods is already exploring other global flavor inspirations.
Michael Hall hints at upcoming ideas inspired by flavors from Japan, South America, and the Mediterranean. Plans include:
- Matcha and yuzu-infused fruit snacks.
- Cacao and chili nut blends inspired by Mexico.
- Olive oil and rosemary baked nut mixes, evoking Mediterranean evenings.
These concepts continue Forest Feast’s journey of pushing boundaries, blending health with indulgence, and offering consumers truly unique snacking experiences.
Challenges and resilience
Reaching £20 million in sales did not come without hurdles. Brexit, inflation, and supply chain issues have all tested the resilience of Kestrel Foods.
Rising costs of raw ingredients and transportation put pressure on margins. However, by investing in innovation and brand differentiation, the company managed to maintain strong growth.
The Dubai chocolate-inspired products have played a crucial role here. Their premium price point and strong consumer appeal allowed Kestrel Foods to weather cost increases better than many competitors.
The power of storytelling
One of the most striking aspects of Forest Feast’s success is its focus on storytelling. Rather than simply selling snacks, the brand sells an experience, a taste journey inspired by distant places.
This approach creates an emotional connection with consumers. Shoppers don’t just buy a chocolate almond cluster; they buy into an adventure that started in a small chocolate shop in Dubai.
As brand storytelling becomes increasingly important in marketing, Forest Feast is a shining example of how to do it right.
Conclusion: a journey from Craigavon to the world
Dubai chocolate inspires Forest Feast, but behind this headline is a deeper story of creativity, courage, and ambition. From humble beginnings in Craigavon to achieving £20 million in sales across Britain, Kestrel Foods demonstrates the power of innovation and the value of staying true to core principles.
With eyes set firmly on new global inspirations and continued commitment to sustainability, Forest Feast is not just a snack brand; it’s an invitation to explore the world one bite at a time.
For Kestrel Foods, the adventure has only just begun.
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