Nestlé has inaugurated its SparX Innovation Hub at its Middle East and North Africa headquarters in Expo City Dubai, using artificial intelligence and real-time consumer insight to accelerate product development across the region.
Opened on 8 July, the hub is designed to identify emerging consumer opportunities, support experimentation and develop products, services and experiences. While Nestlé has not identified packaging as a workstream, the initiative is relevant to brand-owner innovation processes that can influence product presentation and market execution.
SparX brings together start-ups, universities, technology partners and government entities to co-create solutions based on changing consumer needs. Through Nestlé’s strategic partnership with the DIFC AI Campus, teams can capture real-time consumer signals and translate them into insights for product development.
“The Middle East and North Africa is one of the world’s most dynamic regions, with consumers who are shaping global trends,” said Yasser Abdul Malak, Nestlé chairman and CEO for the Middle East and North Africa. “The best ideas come from bringing together diverse perspectives, challenging conventions, and staying relentlessly close to consumers.”
The inauguration was attended by Abdulla Bin Touq Al Marri, UAE Minister of Economy and Tourism, and Reem AlHashimy, Minister of State for International Cooperation and CEO of Expo City Dubai Authority.
AlHashimy said: “Collaboration and innovation are crucial to creating the brighter future we all seek – a future where companies and governments alike place the human experience at the heart of their products, services and policies.”