UAE Foodies Get Creative with European Cream as Part of Iced Coffee Challenge

The #icedcoffeecreamchallenge was created to showcase the versatility and great taste of French cream when used in various coffee recipes

Dubai, United Arab Emirates

CNIEL, the French Dairy Board, and the European Union have launched a new campaign to showcase European cream by challenging people to create a one-of-a-kind iced coffee using French cream.

The campaign, which launched in October on @thecreamlab.me Instagram account, saw the French Dairy Board partner with six influencers and bloggers from the UAE by challenging them to develop a unique recipe highlighting dairy cream’s versatility, taste, and quality. A video highlighting how to make the iced coffee drinks were then uploaded to their social media channels, encouraging their followers to take up the challenge and post their videos.

Using one of the finest dairy creams, social media users incorporated a range of ingredients, including peanut butter, pumpkin spice, maple syrup, chai spices, and cream, which could be whipped or used as pouring, to create their respective iced coffees.

Marie-Laure Martin, Head of Communications for Middle Eastern Markets at CNIEL, said, “The coffee break is a massive part of our everyday lives but none more so than in the Middle East where it forms an integral part of the day to meet family and friends. We wanted to create a campaign that would resonate with consumers in the region and challenge them to experiment with dairy cream and use it in less conventional ways, such as in iced coffees.”

We’ve seen people embrace the challenge and create recipes that included everything from spices and dates to pistachio powder and chocolate, all of them making a truly unique iced coffee.”

European cream, particularly French cream, has a reputation for elevating the taste of everything from desserts to cakes and pastries, and now even coffee. The cream is 100% dairy therefore 100% natural.

Dairy cream is the essential ingredient in many dishes because of its unique attributes and ability to enhance taste and flavour. It is, however, a versatile ingredient and can adapt with differing techniques, such as whipping in the instance of adding it to coffee,” added Martin.