- For Starters -

Omar Al Sharif , Head of Beverage,  Fresh Express LLC        

To kick off Gulfhost’s For Starters interview series this year, we had an enlightening one-on-one conversation with Omar Al Sharif, Head of Beverage, at Fresh Express. Explore the latest beverage trends and innovations through his expert lens and deep industry knowledge.

 

What are the top three product trends you’ve observed in the beverage category this year?

I've seen many new trends, however the top three that i found most  interesting are:
1- Continued growth in Health Conscious drinks. We are noticing a Drop in consumption on alcohol and a drop as well in soft drinks consumption within the non-alcohol category and we are seeing products and brands that are coming out with an emphasis on health and wellness with reduced calories and added health benefits, focus on 0 sugar drinks or clean label sugars is on the rise.

2- Functional drinks: We’re seeing a fast-growing trend in beverages that do more than just quench thirst. From gut-health boosters like prebiotic powders and protein water to vitamin-enhanced options, these drinks are all about added benefits.

3- Quality over Quantity: Consumers today are more informed, reading labels and understanding ingredients. They’re becoming selective about what they put into their bodies and are willing to pay more for drinks made with high-quality ingredients or ethical packaging. Prices have risen significantly over the past year, but buyers aren't complaining—as long as the product delivers. 

 

What emerging consumer preferences are shaping the beverage landscape—whether in non-alcoholic drinks, health-focused options, or premium imports?

Honestly, consumers today are just more aware—they’re reading labels, asking questions, and making much more intentional choices. Health is a big driver. I see a growing demand for functional drinks—things like immunity boosters, digestive aids, and low-sugar, clean-label beverages. People want natural ingredients, fewer additives, and they’re really mindful about what they put in their bodies.

There’s also been a massive shift toward non-alcoholic and low-ABV drinks. The whole “sober-curious” movement is real, especially with younger crowds. We're seeing premium alcohol-free alternatives in spirits, wines, and beers that don’t compromise on taste or experience!

Imports are getting more attention too—especially high-quality matcha, single-origin cold brews, and bold, exotic flavours like yuzu or hibiscus. Even at Monin, we’re innovating with flavour infusions like PURE which is a no sugar no sweeteners added creation that enhance taste with flavours like PURE Peach-Apricot and PURE Mango-Passion—perfect for adding a punch to sparkling water or cold brew without any sugar

Sustainability matters now more than ever. From eco-friendly packaging to transparency in sourcing—people care. They want to know where ingredients come from and how they're made and sourced.

And finally, it’s not just about what’s in the drink—it’s about the experience. Consumers are drawn to brands with a story, something they can connect with emotionally!

 

How do you balance bringing in innovative, trend forward beverages while maintaining reliable, high-demand staples in your portfolio? 

 

Balancing innovation with consistency is all about strategy. You have to keep focusing on your core range—the volume drivers. For us at Fresh Express, products like Monin syrups, Alain Milliat natural juices, Cafés Richard coffee, and of course, tea, have always been—and will always be—at the heart of what we do. That wheel keeps turning, no matter what..

Innovation today is being driven by a more health-conscious and informed consumer—one who knows exactly what they want, as we mentioned earlier.. So it's on us to study those needs and respond with the right brands, product offering, and quality. That means things like top-tier matcha, prebiotic drinks, protein waters, and zero-sugar flavour enhancers made without artificial colours, preservatives, or flavourings. Clean labels and all-natural ingredients aren’t just trends—they’re expectations now.

 

Do you see beverages playing a role beyond the bar—such as in the kitchen or integrated into food recipes?

Absolutely, 100%! We’re seeing a big rise in the use of Monin sauces in kitchens, especially for pastries and desserts like ice cream toppings. At the same time, growing gluten and lactose intolerance has driven demand for plant-based and vegan options. And our Monin Fruit Puree or Crusher adds a flavorful boost to burgers or cheesecakes with real fruit pieces and balanced sweetness.

One standout is our new brand, OraSi—a range of plant-based milk alternatives. We’re seeing strong demand for coconut, oat, and almond milk, and they are getting creative with unique options like hazelnut milk, and even pistachio! These make a fantastic base for recipes like pancakes, waffles, yogurt bowls, chia puddings, parfaits, curries, and even chocolate-based dishes.

Even our Alain Milliat ginger and yuzu concentrates bring bold, fresh flavour to sauces, dressings, and plating. There's so much potential for creativity with these ingredients. 

 

How do you see technology shaping the development of the industry and the products being offered to professionals?

As mentioned earlier, we’re seeing a major tech-driven transformation—from smarter production and packaging to AI-powered customer experiences. New machines are simplifying beverage creation, and as they become more advanced and affordable, they’ll keep reshaping the industry.

At Fresh Express Beverage, we’re integrating smart packaging solutions like the can sealing machine. It lets us serve fresh drinks in sealed cans—perfect for grab-and-go or delivery—without compromising freshness. Adding simple touches like fresh lemon, mint, or herbs elevates the product’s look and value.

We’re also focused on creating a memorable experience for the end consumer. The recipes we develop aim to surprise and delight—whether through bold garnishes, unique glassware, or presentation that sparks social media buzz.

Finally, sustainability is no longer optional—it’s essential. We carefully choose the brands we partner with, how and where we source products, and how we minimize our impact through logistics. Innovation and eco-consciousness now go hand in hand for us.

What role does sustainability or ethical sourcing play in your current beverage strategy and product selection?

It’s funny—I touched on this in an earlier question. As I mentioned, sustainability is no longer optional; in many cases, it’s becoming a legal requirement. We have a responsibility to leave the world better for the next generation. That means being mindful of how we source products, measuring our carbon footprint, and doing everything we can to reduce it.

We need to focus on reusable, recyclable, and repackaged materials, and look at how technology—like AI—can help us optimize logistics. By streamlining delivery schedules and reducing waste, we not only lower our environmental impact but also cut costs in the process.

How do you handle group tenders, and what unique value does your department bring to large-scale customers?

It varies from one tender to the next, but the most recent one we submitted was for a major hotel group here in the UAE. What made our offer stand out was the focus on customization and personalization—private-label products made exclusively for them, combining competitive pricing with high-quality sourcing.

We also integrated sustainability solutions by ensuring the products offered were produced using reused or recycled materials, helping to reduce our environmental footprint.

Lastly, we optimized packaging to minimize delivery frequency, allowing the client to hold stock efficiently without taking up excessive storage space.

What is your vision for the beverage division over the next 3–5 years, and what strategic initiatives are you prioritizing?

My vision for Fresh Express Beverage is to cement our position as a leading distributor of non-alcoholic beverages. This starts with our people—industry experts passionate about hospitality and committed to delivering top-tier service and quality.
Over the next five years, we aim to attract more globally recognized brands by offering strong commercial and marketing support, backed by our reputation in the food business.
Beyond distribution, I see Fresh Express as a creator—innovating and launching our own beverage concepts. With the talent on our team, I’m confident we’ll shape exciting new trends in the UAE market.

 

Are you focused solely on the UAE market, or do you also support regional operations across the GCC or wider Middle East?

Within my role at Fresh Express I am focused on the UAE market. However as a beverage enthusiast and as a student of the industry, I am always travelling, reading and trying to understand and experience what is happening on a regional and global scale to see what could work for us in the middle east and what could be the future of the beverage industry. We have some amazing people in the industry creating and innovating some amazing products and I am excited for the future to come!