Citron, a Dubai-based family business that provides families with creative mealtime products, has partnered with master distribution company MAPYR to accelerate growth.

MAPYR, a 10-year-old family-owned company, distributes more than 20 premium family-focused brands throughout the Middle East region, mainly from key European markets. This latest collaboration with Citron is the first time MAPYR has added a domestic brand to its impressive portfolio.

Sara Chemmaa formed Citron in 2017 after discovering a strong need in the market for fashionable, leakproof lunchboxes. The brand has expanded to include over 90 items, including a sustainable line, a bamboo line, and a teen-focused line.

Citron's local success and experience in the UAE region, combined with MAPYR's category awareness and impressive regional distribution presence, has resulted in a powerful partnership with a shared dynamism, professionalism, and ability to deliver the best goods to family consumers across the region.

Citron can now look forward to a strong growth trajectory, thanks to MAPYR's incredible scope across the region. MAPYR can exploit Citron's strong business awareness and consumer loyalty to deliver even greater efficiencies and further improve their quality product offering in the country.

By entrusting the distribution side of the company to MAPYR, Citron and MAPYR will be able to adapt rapidly to the high demand for localization. Citron's attention will be squarely on product innovation and new releases.

Sara Chemmaa, Citron's CEO and Founder say she is genuinely passionate about making new products that are solving a real problem for kids and mommies. Partnering with MAPYR, they now have a distributor who shares the common passion and ethos. Citron will now access a much large number of households that will profit from our creative mealtime solutions.

“We are delighted to partner with Citron going forward and expand the brand that Sara has created,” said Vanessa Kaye, VP of Business Development at MAPYR. Citron shares the same ideals and mission as MAPYR, which is to make family life simpler”. They intend to extend this to new territories and develop the brand from a local to a global level. This is also MAPYR's first collaboration with a local company. They are looking forward to sharing goods that resonate with the end user's values.