Emirates Macaroni, the UAE’s leading pasta brand and a household name for over four decades, has announced a major transformation with the launch of its new packaging – a modern evolution that reflects the brand’s rich heritage while embracing a contemporary identity for today’s consumers.
For 46 years, Emirates Macaroni has been a proud part of the UAE’s culinary story – serving generations of families and earning its place as a symbol of quality, authenticity, and trust. This packaging refresh marks the first major design change in the brand’s history, representing a significant milestone for one of the country’s most beloved homegrown brands.
The new packaging features a refined logo, vibrant colours, and modern design elements that communicate freshness, quality, and innovation – while preserving the familiar warmth that consumers associate with Emirates
Macaroni. The change also extends to the packaging material, now designed to enhance product protection and shelf appeal.
“This new look is more than a visual update – it’s a reflection of how Emirates Macaroni continues to grow with its consumers,” said Roberto Traversa, General Manager of Emirates Macaroni Factory. “We are proud of our deep roots in the UAE’s culture and kitchens, and this transformation celebrates our legacy while looking ahead to the future.”
As part of this exciting new chapter, Emirates Macaroni is also expanding its product portfolio with the launch of a new range of pasta sauces, crafted to perfectly complement its pasta varieties. Available in five delicious flavours – Traditional, Basil, Marinara, Arrabbiata, and Bolognese – the sauces bring authentic Italian taste to every table, making it easier than ever for consumers to create wholesome meals with Emirates Macaroni’s trusted quality.
This dual launch marks a key step in the brand’s evolution – honouring 46 years of heritage while setting the stage for continued innovation and leadership in the food category across the region.
About Emirates Macaroni Factory
Founded in 1979, Emirates Macaroni Factory is the UAE’s first and leading pasta manufacturer. With a legacy built on quality, trust, and innovation, the brand continues to bring families together through authentic, high-quality products that celebrate both tradition and modern taste.
With a proud legacy of quality and innovation, Emirates Macaroni Factory offers a diverse range of products, including signature pasta shapes like spaghetti, corni, and penne, as well as instant pasta meals and sauces. Its portfolio continues to expand with organic, whole wheat, and gluten-free selections designed to meet modern lifestyle needs.
