DOFREEZE SUCCESS STORY

Our Story: The Past, Present, and Future of Dofreeze

The Past

Relying on his experience in launching a bakery snack business in the United States and Europe, Aamer Fayyaz envisioned taking this knowhow to the next level by extending it to markets in the Middle East and Asia…and so began the birth of Dofreeze.

In bringing European- and American-style snacks to the Middle East and Asia, Aamer Fayyaz was greeted with a whirlwind of anticipation by baked goods aficionados who enjoyed the Dofreeze products right from the beginning. However, his company, though growing in success and popularity, endured a tragedy at the end of December 2011 when a fire destroyed everything he built – and indeed, the snacking industry watched in disbelief as the Dofreeze factory and all nearby related structures essentially burned to the ground.

To everyone’s utter surprise, this was far from the end for Aamer Fayyaz and Dofreeze.

As a consummate risk-taker and believer in what he had created, Aamer Fayyaz picked himself up, dusted himself off and started all over again with one goal in mind: Make Dofreeze a recognized company name that was even more intuitive and forward-thinking than before. With utter surprise – those who didn’t initially believe a rebirth of Dofreeze would be successful – he garnered the strength, perseverance, and resources required to rebuild his brainchild, and in two scant months, product production began again and after two years of planning and execution, a state-of-the-art facility with six industrial-scale production lines were in operation, producing over one million pieces of products daily including croissants, cakes, and cookie packs.

As Aamer Fayyaz himself puts it:

“If a business fails, the ‘worst job in the world’ is better than that failed business. If a business succeeds, that’s better than the ‘best job in the world.”

The world is now experiencing the rebirth of the Dofreeze company through the introduction of trend-setting products like Lifestyle Brownies, American-style soft and chewy cookies and Lova Molten Cake, and fresh-range products like Pain au Lait, Croissants and Mini Cupcakes.

The Present

Dofreeze currently stands tall and proud as one of the leading snack manufacturers in the Middle East, and that one testament to our efforts says it all.

The Future

With a future looking so bright we may have to wear sunglasses to see it, Dofreeze has a plethora of exciting events on the horizon, starting with our intention to launch Rainbow Cookies under the “American-style soft and chewy cookie” product range this month. Bursting with rainbow colored coated chocolate candies in each delicious cookie, this incredible treat is one the kids are surely going to love.

Also in the pipeline and launching in the next sixth months is a specialized range of health-conscious products such as healthy cookies and bars (boasting low sugar, high fiber, high protein, prebiotics and more), sugar-free cakes, egg-free cakes and gluten-free cakes. Dofreeze will distribute a press release when these products are available on the market.

Additionally, over the same next sixth months, Dofreeze will add more products to our trend-setting single-pack snack range including Strawberry Cheesecake Squares, Chocolate Blast Squares, Tiramisu Squares and Salted-Caramelized Chocolate Squares. And, in the fresh range of products, we’re planning on adding more flavors like Zaatar Croissant, Cheese Croissant and other savory pastries with no preservatives of any kind.

More to come from Dofreeze? That’s a big understatement – especially considering we’re planning on new product introductions every six months, building to a global distribution scale and making our products available in every leading supermarket and grocery outlet near you!