The Desert Vipers announce a new partnership with Carrefour, which Majid Al Futtaim owns the exclusive rights to operate in the UAE. Carrefour will join as the Official Healthy Snacking Partner for the upcoming Season 4 of the DP World ILT20, actively promoting healthier lifestyle choices and inspiring better eating habits among children.
This partnership aligns with the Desert Vipers’ mission of working towards a healthy future for people and the planet. Through the collaboration, Bright Bites product range – available exclusively at Carrefour – will be available across Desert Vipers’ matchday activations, community events, schools’ programmes, and digital content, aiming to reach families, youth athletes, schools, and communities across the UAE.
Bright Bites is Majid Al Futtaim’s pioneering grocery retail ecosystem, and the world’s first supermarket designed especially for kids, that blends shopping, learning, and play, to inspire better eating habits, smarter food choices, and positive lifelong associations with more nutritionally balanced food.
Phil Oliver, Desert Vipers CEO, welcomed the new partners into the Desert Vipers family, and said: “We are delighted to partner with Carrefour to help empower children to make better choices. The Desert Vipers, too, are committed to educating and encouraging children in schools across the UAE to be healthier through exercise and eating right.”
He added: “We have a robust Schools Programme here in the UAE where we engage with thousands of children. While cricket is at the heart of our programme, sustainability and healthy living are also spoken about at great length. Offering children, the chance to build healthier eating habits early and giving them a range of tasty, nourishing snacks to pick from showcases how Bright Bites aligns perfectly with the Desert Vipers philosophy.”
Dr. Günther Helm, Chief Executive Officer at Majid Al Futtaim – Retail, added: “This marks our second year partnering with the Desert Vipers at the DP World ILT20, and we are pleased to continue a collaboration that is both meaningful and purposeful. Through Bright Bites, we aim to empower children to make informed food choices and build positive, lifelong associations with more nutritionally balanced options. Our goal is to make better choices more accessible, more appealing, and more engaging for children, families, and sports enthusiasts across the community. Bright Bites aligns closely with the UAE Vision 2031 – advancing health, education, and sustainability – and directly supports the UAE National Nutrition Strategy 2020–2030”.
This initiative aims to drive positive impact, promoting balanced nutrition and active living amongst the youth and wider community.
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Disclaimer: All facts and figures in this release are accurate at the time of issuance.
Note to the Editor: The legal name of this company is “Majid Al Futtaim” and should not be shortened or replaced by an acronym to avoid confusion with another business entity.
Majid Al Futtaim Retail
Founded in 1992, Majid Al Futtaim is an Emirati-owned, diversified lifestyle conglomerate operating shopping malls, communities, retail and leisure outlets, across the Middle East, Africa and Asia. The Group employs 43,000 people, with owned assets valued at US$19 billion, and has the highest credit rating (BBB) among privately held corporates in the region.
Majid Al Futtaim Retail holds the exclusive rights to operate Carrefour across 10 markets in the Middle East, Africa, and Asia, with a network of over 390 stores. It is also the owner and operator of HyperMax, a new grocery retail brand with over 44 locations in Jordan, Oman, Bahrain and Kuwait. Additionally, the Group operates Supeco, its latest grocery retail concept—a low-cost hybrid model that combines a traditional supermarket with a wholesale warehouse—across 17 locations in Egypt, and Myli, the Group’s health and beauty brand, operating in 12 stores across Asia and North Africa.
To meet the growing needs of its diverse customer base and communities, Majid Al Futtaim Retail offers omnichannel customer experiences tailored to the needs of the modern consumer. Through its innovative physical and digital customer services, Majid Al Futtaim Retail provides access to an unrivalled choice of quality products, at unbeatable value for over 700,000 customers it serves daily.
Aligning with the Group’s commitment to support local economies, local producers and suppliers, Majid Al Futtaim Retail resources over 80 percent of its products from the region.
