Sweet Cred, a leading children’s novelty confectionery brand based in UK, said it had clinched business deals worth over $9 million from the Middle East region during the fourth quarter of 2009.

Sweet Cred is also the exclusive Middle East distributor of famous football brands including AC Milan, Barcelona, Juventus, Liverpool, Manchester City and Manchester United.

The company is heavily expanding its operations in the region and is all set to launch several new exciting and extensive products into the market, Sweet Cred said in a statement.

The company said there has been an overwhelming response for its products from companies in Bahrain, Kuwait, Oman, Saudi Arabia and the UAE.

In line with this, the UK company has named its first Middle East chairman. Abbas Al Hajj, the former Head of Tourism for the Directorate of Tourism in Bahrain and chief officer of Hospitality at Dubai Holdings, will lead the regional development of Sweet Cred and its sister company Sports Candy, the statement added.

“Sweet Cred recognises the drive and commitment of the UAE Government to ensure that the country continues to be the leading business destination in the world,” said Al Hajj.

“There are many opportunities for international companies to prosper who have unique products and offer a high service quality. We are looking forward to introducing our new exciting and extensive offerings to the market,” he pointed out.

Dubai remains the world’s most important trading hub, said Al Hajj, who sits on many boards in an executive role and his track record is internationally recognised.

Clive Garrad, founder of Sweet Cred, said “I really don’t understand why people are knocking Dubai. Sweet Cred has confirmed its biggest ever deals in the region in the last three months and the response to our products has been so well received we are delighted to announce the appointment of Al Hajj to head up our new operations in the Middle East, which will be headquartered in Dubai.'

“There has never been a better time to develop business in the UAE,” he added.-TradeArabia News Service