Healthcare | Sunday 26 November, 2017 4:17 am |

Doux Fitlife, the latest innovative offering from Doux Group and the first frozen chicken fed with flax seeds, is partnering with the Saudi Society for Food and Nutrition (SSFN), a leading scientific organization specializing in the areas of food and nutrition Saudi Society for Food and Nutrition, a Saudi organization part of Faculty of Food and Agricultural Sciences in King Saud University in Riyadh.

 

The signing was part of a formal event at the residence of the French Ambassador in Saudi Arabia, His Excellency Mr. Francois Gouyette, to celebrate the recent launch of Doux Fitlife in the Saudi market. The event was attended by several high-ranking company and government officials, including the French Minister of Europe and Foreign Affairs, Mr. Jean-Yves Le Drian; CEO of Terrena Group of President of Doux Group Supervisory Council, Mr. Maxime Vandoni; Board member of Abdullah Ali Al-Munajem Sons Company, Mr. Saleh Al-Munajem; and Dr. Mohammed Al-Amri, Chairman of SSFN.

 

The partnership supports Doux Fitlife and SSFN’s mission to promote healthy nutrition for better overall wellbeing across all age groups in the Kingdom by providing science-backed nutritional information via various educational materials - from printed leaflets to online informational videos and scientific articles - to help people make informed choices about the kinds of foods they consume, with an emphasis on preventive health.  

 

Minister Le Drian delivered a speech in which he lauded the Kingdom’s economic reforms under Vision 2030 and expressed France’s readiness to help overcome any challenges to achieve its ambitious vision.

 

He went on to highlight the longstanding French-Saudi trade relations, which in 2016 totaled SAR 31 billion. He also noted that France is currently Saudi Arabia’s third largest foreign investor, notably in the agro-food sector, with French exports to Saudi Arabia in this sector currently stand at around SAR 2.5 billion annually, a key export of which is poultry meat, which offer Saudi consumers high-quality healthy food items.

 

Commenting on the agreement, Mr. Vandoni said, “We are honored to partner with SSFN as it underscores Doux Fitlife’s qualities as healthier choice of chicken which is proven to be a natural source of omega-3 and have 10% less fat. We share a common vision in which all the people of Saudi Arabia have access to easy-to-understand scientifically-proven nutritional information so they can make the right decision when it comes to what they eat.”

 

For his part, Dr. Al-Amri said, “Overall, nutritional knowledge in Saudi Arabia is not where it should be, and this shows in the relatively levels of chronic illnesses and obesity epidemic when compared to other countries. SSFN strives to reverse these trends by making people adopt real lifestyle changes and preventive practices, foremost among them is healthy eating.”

 

“Our focus has always been to spread scientifically-proven food and nutrition-related knowledge among the public whether that be through research, scientific consultation and supporting healthy food products. We are pleased to partner with Doux Fitlife as this will further our efforts in this regard,” he added.

 

“Doux Fitlife is the result of a joint efforts by the Doux and Al-Munajem to enable everyone to not only eat better, but also healthier,” said Thamer Abanumay, CEO of Al-Munajem Cold Store. "Being endorsed by a leading organization such as SSFN is an unequivocal stamp of approval for Doux Fitlife as a healthy food choice.”

 

Doux Fitlife was developed by a team of leading French experts and scientists and thorough research with Saudi consumers for over 2 years. In conjunction, a website (douxfitlife.com) was developed that is dedicated to informing, educating, and promoting health and wellbeing, including nutritionally balanced recipes, healthy eating tips, and physical activity ideas.