The hub leverages it to uncover new consumer opportunities, generate breakthrough ideas, accelerate experimentation and develop products, services and experiences that create lasting value for consumers and businesses in the region and beyond.
nestle has officially opened the SparX Innovation Hub at its new headquarters in Expo City, Dubai. Designed to bring innovation closer to real consumer needs, SparX combines the power of artificial intelligence with deep local insights to drive growth through faster, smarter, and more impactful innovation.
The hub leverages it to uncover new consumer opportunities, generate breakthrough ideas, accelerate experimentation and develop products, services and experiences that create lasting value for consumers and businesses in the region and beyond.
The inauguration ceremony was hosted by Yasser Abdul Malak, Chairman and CEO of Nestlé Middle East and North Africa, and was also attended by Abdullah bin Tuk Al Marri, Minister of Economy and Tourism. His Excellency Reem Al-Hashimy, Minister of State for International Cooperation and Chief Executive Officer of Expo City Dubai Authority, and His Excellency Najeeb Mohamed Al Ali, Executive Director of Expo City Authority, joined other leaders from Expo and Nestlé to tour the office and take part in a demonstration of SparX’s capabilities.
“Thanks to the direction of its wise leadership, the UAE continues to develop an integrated economic model supported by effective partnerships with the global private sector. Enabling an environment of innovation and adopting advanced technologies are fundamental pillars in developing new economic sectors and increasing the efficiency and sustainability of supply chains, which will strengthen the readiness of the national economy to keep pace with the rapid global economic development. The UAE’s hosting of innovation and sustainability centers and advanced facilities in partnership with global companies reflects growing confidence in the country’s economic environment, advanced infrastructure, flexible laws and competitive business ecosystem, and confirms that partnerships with the private sector are a key element in developing vital industries, increasing value addition and supporting sustainable economic growth. ”
– Abdullah bin Touk Al Marri, Minister of Economy and Tourism, United Arab Emirates
“Collaboration and innovation are essential to creating the bright future we all seek, one in which businesses and governments alike put human experience at the heart of their products, services and policies. We are proud to welcome Nestlé as a strategic partner of the UAE’s first Green Innovation District as we watch Expocity’s innovation ecosystem grow with the addition of the SparX Innovation Hub.”
– Reem Al-Hashimi, Minister of State for International Cooperation and CEO of Expocity Dubai Management Authority
“The Middle East and North Africa is one of the world’s most dynamic regions, with consumers shaping global trends. SparX reflects our confidence in the region’s talent, creativity and entrepreneurship. The best ideas come from bringing together diverse perspectives, challenging conventional wisdom and constantly staying close to consumers. SparX embodies that mindset, creating an environment where technology enhances human creativity and collaboration transforms bold ideas into meaningful innovation.”
– Yasser Abdul Malak, Chairman and CEO, Nestlé Middle East and North Africa
At its core, SparX is built on collaboration. Startups, universities, technology partners, and government agencies come together to co-develop solutions that reflect how people live today. Powered by AI, data and advanced technology, the hub is built on what matters more: a deep and true understanding of the consumers we serve.
Leveraging Nestlé’s strategic partnership with the DIFC AI Campus, SparX will enable teams to capture real-time consumer signals and transform them into actionable insights. This approach, combined with hands-on consumer immersion, enables Nestlé to identify emerging needs early and turn ideas into tangible innovations that are faster, more relevant, and more responsive.
Nestlé is also a strategic partner of the UAE’s first Green Innovation District, a joint initiative of the UAE Ministry of Economy and Tourism and Expocity Dubai. Expocity Dubai is a leading destination for innovative and green businesses and a powerful catalyst for a new era of sustainable growth.
