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PepsiCo plans new flavours created specifically for Middle East consumers

The F&B giant has invested $10m in its first regional R&D hub in Riyadh, where Saudi scientists and chefs will develop products based on local tastes

São Paulo — Stefanini Group, a Brazilian-based global tech consultancy firm, is set to establish a physical presence in the Middle East through partnerships with local companies, according to founder and CEO Marco Stefanini. The company's CEO emphasized that Gulf countries' transformation and technology investments are key attractions.

Stefanini Group has clients in over 100 countries, with physical facilities in 23 countries and 35,000 employees. The CEO noted that Saudi Arabia's recent business environment reforms and the Middle East's investment in technology make it an attractive market. The company is considering a joint venture or working with local companies in highly complex projects.

Saudi Arabia is the priority market, followed by the UAE, with plans to serve the entire Gulf region. Stefanini Group operates through seven business units, focusing on areas like Manufacturing, Financial Tech, Data & Analytics, and Marketing, where they see opportunities for growth in the Middle East.

Written by urgent.news from ANBA News Agency's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.

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