Built around the UAE’s most traditional ingredients, Rashtions is reimagining nutrition through premium, high-protein truffles made with dates and camel milk. Designed as a flexible alternative to conventional protein bars, each glass jar contains 20 grams of protein in individually portioned bites that can be enjoyed throughout the day.
Yet behind the product lies a much larger ambition. Founded through research into humanitarian food systems and regional food resilience, Rashtions aims to strengthen local production capabilities and reduce dependence on imported food. From developing its own formulas and machinery to pursuing in-house protein production, the Emirati company is working towards a future in which the UAE can produce more of the food it needs from within.
For readers discovering Rashtions for the first time, how would you describe the company and the mission behind it?
Rashtions makes premium date and camel milk truffles, with 20 grams of protein in every glass jar.
I designed it as a more flexible alternative to the protein bar. Have a piece in the morning, another after the gym, one as a treat during the day. You don’t have to tear open a bar and commit to the whole thing.
But the bigger mission goes beyond snacks. We want to insource as much of the food system as possible into the UAE by sourcing more ingredients locally and, eventually, producing our own protein in-house.
Before launching Rashtions, what was your background, and what inspired you to build a nutrition company?
On paper, I came from accounting and family office investment work. In reality, my passion was always startups and solving hard problems.
Rashtions started with a single question: how do I feed an entire country from the inside?
When I researched what we could realistically produce in the desert, the answer kept coming back to two things we already had: dates and milk. So, I developed a nutrition bite from those ingredients, originally with the idea of helping feed people in under resourced regions.
Eventually I realized I didn’t want to spend years navigating humanitarian organizations to get the product into the world. So, I started selling it the ordinary way, through distributors, and that’s how the commercial business was born.
Rashtions began through research into humanitarian food systems and food resilience. Can you tell us about that journey?
I didn’t start by studying existing humanitarian food products. I started by putting the product in front of real people and reshaping it around how they actually eat.
One thing stuck with me. I noticed children filling up on potatoes because they were cheap and satisfying. And because they were full, they skipped the nutritionally balanced food being distributed by the food aid programs. The potatoes weren’t just a side dish; they were quietly displacing proper nutrition.
That taught me a lesson I’ve never forgotten: nutrition on paper means nothing. You have to understand what people already eat, when they eat it, and what they’ll genuinely accept.
At what point did you realise there was a commercial opportunity and not just a research idea?
Outside a pizza shop in a mall, of all places.
There was a long line, and we sold around 200 boxes without a single dirham of advertising. Watching people choose our product while waiting for pizza. That was the moment I knew this could work commercially, not just as research.
Why was it important to build the business around traditional Emirati ingredients such as dates and camel milk?
Two reasons: quantity and tradition.
Dates and milk are ingredients we’ve produced and understood in this region for generations. If the long-term goal is producing food locally at scale, it only makes sense to start with what already grows here.
And they’re part of who we are. Our culture, our history. The product has a real connection to the UAE. It isn’t borrowed from somewhere else.
Many people associate healthy food with imported superfoods. Why do local ingredients deserve the same recognition?
Because people here already know these ingredients intimately. We know what’s in them, where they come from, and that they’re premium.
Khalas dates are prized for their taste and quality, and they cost noticeably more than ordinary dates. Camel milk is considered one of the finest ingredients in the region.
These aren’t ingredients that need to dress up as imported superfoods. They were premium long before that word existed.
What were the biggest challenges in transforming traditional ingredients into premium, high-protein snacks?
Inventing the preservative and developing our date fibre isolate, by far.
Originally, I used ground date seeds as the coating. The shelf life didn’t improve, and the seeds were brutally hard. Even with strict procedures, they kept breaking my machines. The drying process burned through electricity, the material had to be strained again and again, and even after all of that, one tiny hard grain could still be strong enough to chip a tooth.
That’s what pushed me to develop a date fiber isolate instead.
To make the first prototype, I needed a centrifuge I didn’t have. So, I modified a washing machine. I changed the motor speed and rebuilt the filtration system until it could produce what I needed. Not glamorous, but it worked.
How much research and product development went into creating the current Rashtions range?
About two and a half years, all in.
The formula alone took a year and a half. It was tested on shelves, at exhibitions, with real customers, and through repeated shelf life trials. The machinery took another year, because much of the production process had to be developed or modified by hand.
We only reached what I’d call the final version around March or April of this year.
As an Emirati entrepreneur, what were some of the biggest challenges you faced while building Rashtions?
Creating an entirely new formula and production process without the funding or research departments of a Mars or a Hershey’s.
Everything had to be approached rigorously, almost academically, but then proven in real life, on real shelves, with real customers.
The biggest lesson? Shelf life is not the same as quality life. A product can remain technically safe to eat while becoming dry, hard, and unpleasant. I wasn’t just trying to make the product survive on a shelf. I had to make sure it still tasted premium on the last day of its shelf life, not just the first.
Why was local manufacturing such an important part of your strategy?
Because I wanted everything to come from here.
The vision was always to build the capability to mass-produce food inside the UAE. I had no interest in creating a ‘local’ brand that quietly outsourced its ingredients, formula, machinery, and manufacturing to other countries.
The real value isn’t the brand. It’s the knowledge and production capability we’re building on the ground.
The UAE is increasingly positioning itself as a hub for food innovation. How do you see the country’s food ecosystem evolving over the next decade?
I think we’re heading toward a genuine fight between startups and the multinational giants.
Small companies will use artificial intelligence to develop formulas, design machinery, and build difficult production lines from small prototypes, competing at a level that used to require an entire corporate R&D division.
The large companies will still have deeper pockets. But AI is about to make small companies far faster and far more capable than anyone expects.
What role can startups play in strengthening regional food security?
Startups can pioneer better ways to grow food, especially through hydroponics and aquaponics.
Right now these systems cover only a fraction of the vegetables we’d need, so there’s enormous room to improve. And the same thinking can later extend to chicken, meat, and fish. For instance, startups developing new feed formulations that make local production dramatically more efficient.
Sustainability has become a major focus in the food industry. How does Rashtions approach sustainability beyond simply using local ingredients?
Our next step is developing protein production lines capable of supplying the UAE and the wider region at scale.
From there, Rashtions can be mass-produced and tailored to the nutritional requirements of different countries and populations. The end goal is a continuous food supply large enough to genuinely help feed nations.
For me, sustainability isn’t about packaging. It’s about being able to keep producing food locally without depending entirely on other countries.
What food trends do you believe are overhyped, and which ones will genuinely shape the future?
Protein bars are overhyped. Most of them taste bad and are loaded with chemicals. And honestly, once I open a bar, I don’t always want to finish it.
That’s exactly why Rashtions comes as individual bites in a jar. Eat one or two, close the lid, come back later.
Protein products will keep growing as a category. But they have to taste better and become more convenient. That’s where the real future is.
Looking ahead, what innovations do you expect will redefine healthy eating over the next five to ten years?
I don’t think dried foods will ever fully take the spotlight.
To redefine healthy eating, you have to follow the youth. Young people follow trends. If a healthy product isn’t trending, it will never become the definition of healthy eating. Fresher, faster products will matter more and more.
Have you ever eaten potato chips straight out of the oven? They taste like a different food. Rashtions is the same. It tastes far better fresh off the production line. I genuinely believe there’s a market for short shelf life versions made for customers who care more about freshness than storage. And that idea applies to far more food companies than just ours.
What is one misconception about healthy nutrition that you would like to change?
Two, actually. An organic certification doesn’t mean everything without the certificate isn’t organic. And adding protein to something doesn’t automatically make it healthy.
What advice would you give aspiring entrepreneurs looking to build purpose-driven businesses?
I would encourage aspiring entrepreneurs to start with a problem, not a product. The strongest businesses are often built by solving a real challenge that people genuinely care about.
Stay curious, do the research, and don’t be afraid to question conventional thinking. Purpose gives you the resilience to keep going when things become difficult, but purpose alone isn’t enough – you also need to build something people truly value.
If you can combine a meaningful mission with a sustainable business model, you’ll create a company that has the potential to make a lasting impact.
Finally, what is next for Rashtions?
First, expansion into new markets.
Then more products and flavours, including cereal Rashtions and new truffle varieties.
After that comes the big one: building our own protein production line, so we can create more protein products, ingredients, and flavours entirely in-house.
And the final stage is food security itself: using everything we’ve built to produce food at scale, supplied continuously across the UAE and the wider region. That was the founding question, and it’s still the destination.