Water for Dh125, bread for Dh50 New All-gourmet store opens in Emirates Hills.

DUBAI The city's first all-gourmet supermarket, Milk & Honey, opened its doors in Emirates Hills on Friday. With potatoes at Dh36 per kg, water hitting an all-time high of Dh125 a bottle (750ml) and lemonade with 24-karat gold flakes for Dh76 a bottle, XPRESS explores the concept of gourmet supermarkets.

Unlike its sister store in Palm Jumeirah, or any other semi-gourmet stores in the city, operations manager Asad Ullah says, "This is the only supermarket that sells exclusively high-end gourmet products. We don't stock up on regular waters or commercial brands that other supermarkets have, because there is nothing gourmet about a regular can of soda. You can buy it from just about anywhere for Dh1. At a gourmet store, however, what you'll get is a healthy organic bottle of cola. Yes, at Dh10.75, it costs more, but that's the point of gourmet."

Health benefits

Take, for example, the supermarket's bakery section, run by Sweet Connection. As the only gluten-free kitchen in the city, they bake gluten-free bread at Dh50 a loaf exclusively for Milk & Honey. Compared to Dh5 or Dh6 a loaf at nearby hypermarkets and supermarket chains, Ullah says the value one gets for one's money in terms of health benefits and flavour means a lot to a certain segment of customers.

"All big cities have gourmet supermarkets," says Ullah. "It was time for Dubai to catch up."

Marilee, a Canadian HR professional, says she and her partner are glad the concept of gourmet supermarkets has reached Dubai. "For years, we had to bring back suitcases full of balsamics, olive oils, berry powders and my favourite honey. Now it's available locally. Even if it costs a little bit more, it's worth it. Kind of like the difference between shopping at H&M or Dior. You have to pay for quality."

"Since most of our products are organic or gluten-free, soy-free, nut-free, or another healthy variation for those with sensitive intolerances, we are confident that what we offer is unique to the market," says Ullah.

As a result, the difference between hypermarket and gourmet supermarket prices is stark.

While Camembert cheese at branches of a French hypermarket sell at Dh30.50, a high-quality Camembert will cost you Dh49.75 here. Organic muesli, which costs Dh16.50 for a bag at a hypermarket, would rise up to Dh40 for a better-quality brand.

Although agreeably high for a regular week's worth of shopping, Ullah insists that the extra cost is justified. "They are of a higher quality, better taste and have various health options from gluten- and lacto-free to containing superfoods and some of the world's most exclusive ingredients."

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