If you would like to join us on a journey through the competitive FMCG export market in Lebanon, then consider this article your ticket. Here you can find information about the current confectionery scene and learn more about the top 5 classic local treats.
From Family Recipes to Global Brands: The Story of Confectionery in Lebanon's FMCG Sector
Although local
FMCG goods wholesalers have started shipping in more and more packaged goods through collaborations with international confectionery importers, they never fail to admire the classic Lebanese treats that have been passed down through generations. Here are a few of them that positively deserve attention:
Semsmieh
Crispy hard bars or soft, chewy nougat-like candy? Semsmieh is a well-known Lebanese sesame candy traditionally prepared in two different ways. Both recipes familiar to the locals are easy to make and never fail to impress guests at family gatherings or public events. Both include sugar mixed with sesame seeds, which are rich in healthy fats and fibres. Their texture and taste, however, are quite different. Although there are no internationally recognized bulk sweets to replicate this traditional taste, Mars Bars are popular amongst local nougat fans since they typically consist of nougat and caramel coated in milk chocolate.
Ma'amul
A traditional Lebanese and Arab delicacy that enjoys widespread recognition as a beloved sweet treat. This biscuit-like snack is typically crafted with a delectable filling of either dates or nuts combined with sugar. comes in two main varieties: nut-filled and date-filled. Nut-filled Ma'amul is topped with fine sugar, while date-filled Ma'amul keeps it simple. Although a similar experience in terms of flavour contrasts can be offered by confectionery items like Milky Way or Snickers, manufactured by Mars, local bakers do not worry that Ma'amul sales will drop due to the rising number of international wholesale candy importers in Lebanon. This rich local dessert will always stay in fashion.
Osmaliyi
This is a dessert made with buttery, stringy filo dough, filled with Ashta (cooked clotted cream). This crunchy sweet treat with a creamy filling is one of the best Lebanese pastries worth trying. Although similar to another local treat called Knafeh, the filling is quite different.
Sfouf (the Lebanese turmeric cake)
It is an egg-free, light, and soft cake with much less sugar than the other local desserts. The dough, which consists of milk, sugar, oil, orange blossom water, and still water, is poured over a tahini-lined cake pan. It is often decorated with nuts before baking. Since there are not that many Lebanese treats, like sfouf, that are diet-friendly and not that rich in sweeteners, sugar, and honey, the locals often opt for healthier packaged goods that are imported even by parallel trading experts. Well-established brands like Ferrero, Mondelez, Wrigley, Storck, Mars, and Lindt offer a variety of products with no added sugar.
Namoura Cake (also known as Basbousa or Harissa)
A classic Lebanese and, in general, Middle Eastern confectionery treat crafted from semolina flour and garnished with sugar syrup and almonds. None of the trendy imported sweets bear any resemblance to it, which is probably one of the main reasons it has become an all-time favourite dessert for both locals and tourists alike.
2024 Candy Distributors Selection
Now that you know the top 5 classic local desserts, you may be interested in finding out which are the trendiest confectionery FMCG brands that have entered the
parallel export stage of Lebanon. Read on and explore the most valued candy and chocolate brands in the whole Middle East.
MONDELEZ
With popular brands like Cadbury, Toblerone, and Oreo under its umbrella, Mondelez is a household name worldwide.
Mondelez products are perfect for any occasion. And we all know far too well how much the Lebanese love to celebrate. From creamy milk chocolate to crispy cookies, delivered by biscuits export specialists, Mondelez caters to every craving with finesse and flair.
FERRERO
Famous for its iconic Ferrero Rocher, Ferrero offers a delightful range of chocolates and confectioneries. With a focus on quality and taste,
Ferrero products are in high demand both locally and internationally.
WRIGLEY
Wrigley's has made a significant mark in Lebanon with its wide selection of chewing gums and mints, catering to diverse consumer preferences. Offering a range of flavours, from traditional mint to innovative fruity blends, Wrigley's has become a staple for those seeking fresh breath and enjoyable chewing experiences. Its products are readily available across the country, reflecting the brand's popularity among Lebanese consumers. With a reputation for quality, Wrigley's has secured a strong position in the local bulk buy confectionery market.
STORCK
Storck delights consumers with its assortment of candies and chocolates, including Werther's Original and Toffifee. With a focus on traditional recipes and premium ingredients, Storck products are a treat for the senses. Since the brand has committed to delivering exceptional taste experiences, it has garnered a loyal following among Lebanese consumers seeking premium-quality candies.
MARS
Established a significant presence in Lebanon. International wholesale candy distributors like Raido Holdings BV offer to the locals a diverse range of confectionery favourites that captivate consumers of all ages. With iconic brands such as Snickers, Mars, Twix, M&M's, and Galaxy, Mars products are widely recognized and cherished by Lebanese consumers for their irresistible taste and quality. Whether it's the satisfying crunch of a Snickers bar or the smoothness of Galaxy chocolate, Mars provides a delicious treat for every craving. Available in supermarkets and convenience stores, Mars products are easily accessible, making them a popular choice for on-the-go.
LINDT
Lebanese consumers are drawn to Lindt's commitment to excellence and attention to detail, making it a sought-after brand for special occasions. With its distinct gold packaging and unmistakable taste, Lindt smooth and velvety chocolate, truffles, and other imported confectionery products are readily available in supermarkets, specialty stores, and luxury boutiques across Lebanon.
LAVAZZA
While Lavazza is primarily known for its exceptional coffee, it also offers a range of
chocolate products to complement your caffeine fix. From espresso-flavoured chocolate bars to creamy chocolate spreads infused with the essence of Lavazza's finest coffee beans, each product embodies the brand's commitment to sophistication.
The Role of Parallel Imports in the Middle East Today
In Lebanon's dynamic export FMCG market, parallel distribution plays a significant role in ensuring a diverse range of candy and chocolate products are readily available. Parallel trade allows for the procurement of popular brands from various sources, offering consumers and businesses alike a wider selection and competitive pricing. Lebanon boasts a vibrant network of
FMCG wholesale distributors companies. From gummy candies to chocolate bars, these distributors cater to diverse preferences and requirements.
