Majid Al Futtaim, a leader in shopping malls, communities, retail, and leisure across the Middle East, Africa, and Asia, has unveiled Bright Bites, an innovative grocery retail ecosystem and the world’s first supermarket designed exclusively for children. Believing that better eating leads to better living, Bright Bites transforms retail by creating an environment that merges shopping, learning, and play to promote healthier eating habits, smarter food choices, and a lifelong positive relationship with nutritious foods.
Bright Bites is spearheading a “Lunchbox Revolution,” putting children at the forefront of their food journey and empowering them with the “Pick Your Five” system, a framework supported by global dietary guidelines.
Through interactive resources, exclusive products, and a gamified shopping experience, the program addresses childhood nutrition challenges while supporting UAE’s priorities in health, education, and sustainability. It makes healthy eating more enjoyable, accessible, and affordable for children, parents, schools, and communities.
Dr. Günther Helm, CEO of Majid Al Futtaim – retail, stated: “This initiative aligns with our commitment to care for our customers and communities, reflecting a key focus in our growth strategy. With Bright Bites, we are redefining retail by integrating healthier food options with gamification, education, and community engagement, setting a new standard for retail’s societal impact.”
He added: “Bright Bites addresses a daily challenge for UAE families: preparing lunchboxes that are nutritious and appealing. It simplifies this task with practical solutions. By centering the experience around children, Bright Bites shapes the habits of our future customers.”
Bright Bites introduces industry firsts with its comprehensive 360-ecosystem:
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The World’s First Supermarket for Kids: Bright Bites Kids Supermarket offers a unique, gamified grocery experience for children aged 4-11, encouraging them to shop independently and learn about balanced eating in a trusted environment. The Bright Bites card allows kids to access educational games, track progress, and shop at five key stations based on the “Pick Your Five” system.
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The Bright Bites Academy: A community hub where kids, parents, caregivers, and teachers can learn and grow through workshops and cooking classes, providing an engaging way to inspire learning and collaboration.
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School Programme: An engaging curriculum for UAE classrooms, featuring gamification, vibrant characters, and practical tools. Developed with nutritionists and behavioral experts, it provides resources like lesson plans and activity guides.
Bright Bites builds on Majid Al Futtaim’s commitment to family health, following the “Choose Better” program launched in 2023, which aims to educate and reward healthier choices by making better alternatives accessible and appealing.
Bright Bites’ Kids Supermarket and Academy are located at Carrefour, Mall of the Emirates, with select products available at Carrefour stores across Dubai.
For more information, visit: www.instagram.com/brightbitesuae/
