Mediterranean foods supplier Dina Foods is launching a new Dinalicious® umbrella brand, starting with new-look packaging on its mamoul filled biscuits, as part of a major rebrand across its authentic confectionery ranges.

The traditional sweet biscuits, mamoul, are made with semolina dough, filled with nuts or dates. Dina Foods offers three fillings: walnut, mixed nuts (cashew and pistachio) and dates in new-look Dinalicious® assortment packs, which are available in 200g or 1kg versions.

The Dinalicious® brand will be an umbrella brand covering a range of artisan confectionery products from the family company Dina Foods. Project Director Wilda Haddad explains: “We will be bringing together a variety of our authentic and delicious Eastern Mediterranean confectionery under this brand.”

The vegetarian-friendly Dinalicious® range will include dates, mamoul, and similar confectionery, excluding Dina Foods’ filo pastry lines, she says. Alongside Dinalicious®, a Filo Delights® branded range is set to include classic baklawa and Dina Foods’ other traditional filo pastry-based confectionery lines.

Dina Foods plans to extend its sales of mamoul with major multiple retailers and ethnic convenience stores over the next 12 months, through retail and wholesale channels across the UK and continental Europe, Wilda Haddad says. The new look Dinalicious® mamoul is launching with Lidl and Costco.

Mamoul boxes also signpost the fact that packaging can be recycled to encourage consumers to recycle, as Dina Foods focuses on minimising its environmental impact across its business, Wilda Haddad says.

Other measures that Dina Foods is taking include upgrading equipment for maximum energy efficiency, purchasing from sustainable sources, monitoring and managing waste and moving employee vehicles to hybrid or electric options.