Dubai / Dungannon — In a significant export milestone for Northern Ireland’s agri-food sector, Noisy Snacks, the award-winning snack brand from Dungannon, County Tyrone, has secured shelf space with Spinneys, one of the leading supermarket chains in the Arabian Gulf and wider Middle East.
The deal marks a major commercial breakthrough for the Northern Irish producer, whose innovative range of vegan, high-protein snacks is now available in Spinneys stores across the UAE. The listing follows a year of business development discussions and the company’s recent participation in Gulfood Dubai, one of the world’s premier food and beverage trade shows.
Global Ambitions Gaining Traction
“This is extremely exciting export business for us as we seek to grow our sales into global markets this year,” said Neil Hubbard, Commercial Director at Noisy Snacks. “There is a growing Middle Eastern consumer demand for better tasting, healthy and all-natural snacking options, which is helping to open the door to brands like Noisy Snacks. Our pulse-based range is proving an ideal market fit, especially for younger, nutrition-focused consumers.”
Hubbard credited Invest Northern Ireland’s Scott Hanna for initiating the relationship with Spinneys’ buying team, highlighting his key role in facilitating market entry and building regional visibility for Northern Irish food brands. “The discussions we were able to have at Gulfood Dubai with leading retailers and distributors were immensely encouraging and have already resulted in a strong pipeline of opportunities across the UAE and beyond,” he added.
The Product Line
Noisy Snacks’ range includes crunchy broad beans and coated chickpeas, all made with natural seasonings. The products are vegan-friendly and rich in protein and fibre, aligning with the growing regional preference for healthy, functional foods. The brand is already well established in the UK and Ireland, stocked in major retailers including Tesco.
A Strategic Retail Platform
Spinneys operates one of the most prominent and premium retail networks in the region, with a presence in the UAE, Saudi Arabia, Egypt, Lebanon, Oman, Pakistan, and Afghanistan, in addition to a growing online platform. The partnership not only gives Noisy Snacks physical shelf space in one of the Middle East’s most prestigious supermarket chains but also enhances the brand’s visibility to health-conscious consumers across multiple high-growth markets.
As Noisy Snacks builds its export footprint, the partnership with Spinneys is seen as a strategic launchpad into broader markets in Asia and the Gulf, capitalizing on regional demand for natural, plant-based snack alternatives.
