FrieslandCampina secured the E‑Commerce – Consumer Products (Non‑Durables) prize at the Middle East Technology Excellence Awards 2025, highlighting the rapid uptake of its Direct‑to‑Consumer (DTC) venture, Rainbow Karak Café.
How a dairy brand entered the cloud‑kitchen space
Rainbow Karak Café is the first cloud‑kitchen beverage concept launched by a dairy company in the region. The digitally native brand serves freshly brewed karak tea alongside a curated menu of snacks and desserts, all delivered through leading platforms. By positioning the drink on a virtual shelf, the initiative creates new consumption moments while deepening the brand’s link to shoppers.
The e‑commerce team coordinated cross‑functional input from the global network. Trademark clearance came from the Netherlands, quality checks were overseen in Saudi Arabia, packaging design originated in India, and execution was driven from the United Arab Emirates. This cross‑border collaboration turned the idea into a market offering in what the company describes as “record time.”
Performance metrics and market impact
Within the first year, the concept reached 2 percent household penetration in Dubai and posted a 5 percent month‑on‑month growth rate. The model also trimmed cost per trial and reinforced the premium positioning of the Rainbow line during a broader price increase. The effort helped sustain Rainbow’s dominance, as the brand now holds a 75 percent share of the evaporated‑milk market in the UAE.
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Ongoing performance is tracked through digital campaign data, delivery‑platform analytics, profitability reports, and real‑time consumer feedback. This continuous loop enables rapid tweaks and data‑driven choices, keeping the brand high in search rankings and maintaining strong consumer ratings.
After the initial rollout, the concept expanded to five cloud kitchens across Dubai and is slated for regional scaling. The asset‑light design avoids brick‑and‑mortar costs, allowing swift product innovation and partnerships with cafés and quick‑service restaurants.
Alisha Malik, the Head of eCommerce, accepted the award and said the recognition shows “what is possible when digital commerce moves beyond transactions to create meaningful consumer experiences.” She added that the project “challenged us to rethink how a heritage brand could engage consumers in today’s digital‑first world.”
