Rashtions is launching a high‑protein snack that blends two of the United Arab Emirates’ most familiar foods—dates and camel milk—into bite‑size truffles. Each glass jar delivers 20 grams of protein in individually portioned pieces, giving consumers a flexible alternative to the typical protein bar.
Premium truffles blend dates and camel milk
The product is positioned as a “premium” treat, yet the founder stresses practicality. He explained that a piece can be enjoyed in the morning, another after the gym, and one as a treat during the day. The jar format lets users eat one or two bites and close the lid, avoiding the need to finish an entire bar.
Beyond the snack: a push for local food resilience
While the truffles are the public face, the deeper ambition is to reduce the UAE’s reliance on imported food. The company’s research began with humanitarian food systems, aiming to “insource as much of the food system as possible into the UAE.” By sourcing ingredients locally and eventually producing protein in‑house, the firm hopes to build a self‑sustaining supply chain.
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Local manufacturing is central to the strategy. The founder says, “I wanted everything to come from here. The vision was always to build the capability to mass‑produce food inside the UAE.” This approach seeks to create knowledge and production capacity rather than simply a “local” brand that outsources its core processes.
One reason the snack resonates locally is its use of ingredients that are both abundant and culturally significant. Dates, especially the prized Khalas variety, and camel milk have been cultivated in the region for generations. Consumers already recognize their quality, which helps the product avoid the “imported superfood” label that many health foods carry.
From a practical standpoint, the team spent about two and a half years perfecting the formula and the equipment. The formula phase took roughly 18 months of shelf‑life testing and consumer trials, while building the custom machinery added another year. The final version reached the market in early spring.
Although the snack itself is ready for shelves, the next milestone is a dedicated protein production line. That addition would allow the firm to create a broader range of protein‑rich foods and ingredients entirely within the region, supporting the long‑term goal of continuous, locally sourced nutrition for the UAE and neighboring markets.
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Leveraging indigenous crops can cut transportation costs and lower carbon footprints, while also preserving agricultural heritage. When a country can turn staple crops into high‑value products, it not only diversifies its economy but also strengthens food security against global supply shocks.
The company plans to expand into new markets and introduce additional flavors, including a cereal‑based line. The ultimate aim remains the same: to use the capabilities built around this snack to supply food at scale across the region, answering the founding question of how to “feed an entire country from the inside.”
The future looks tasty.
