Nestlé has officially inaugurated the SparX Innovation Hub at its new regional headquarters in Expo City Dubai, marking a significant step in the company’s efforts to accelerate innovation through artificial intelligence, advanced technologies and deep consumer insights. Designed to foster faster, smarter and more impactful product development, the hub will serve as a collaborative platform for creating innovative solutions tailored to the evolving needs of consumers across the Middle East and North Africa (MENA) region and beyond.
The AI-powered facility combines cutting-edge technology with local market intelligence to identify emerging consumer trends, generate breakthrough ideas, accelerate experimentation and develop new products, services and experiences. By integrating AI with human creativity and real-time market insights, SparX aims to deliver innovations that create lasting value for both consumers and the business.
The inauguration ceremony was attended by Reem Al Hashimy, UAE Minister of State for International Cooperation and CEO of the Expo City Dubai Authority; Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism; Najeeb Mohammed Al Ali, Executive Director of the Expo City Authority; and Yasser Abdul Malak, Chairman and CEO of Nestlé Middle East and North Africa, alongside senior representatives from Expo City Dubai and Nestlé.
Speaking at the event, Al Hashimy highlighted the importance of collaboration and innovation in shaping a sustainable future where governments and businesses place people at the centre of their strategies. She said the launch of the SparX Innovation Hub strengthens Expo City Dubai’s growing innovation ecosystem and reflects the city’s commitment to supporting cutting-edge initiatives within the UAE’s first Green Innovation District.
Al Marri said the UAE continues to strengthen its position as a global investment and business destination by fostering strategic partnerships with leading international companies. He noted that innovation, advanced technologies and private-sector collaboration remain central to the country’s economic diversification strategy, helping build resilient supply chains, develop future-focused industries and support sustainable economic growth.
Yasser Abdul Malak described the MENA region as one of the world’s most dynamic consumer markets, where rapidly evolving preferences are increasingly influencing global trends. He said SparX reflects Nestlé’s confidence in the region’s talent, creativity and entrepreneurial spirit, providing an environment where artificial intelligence enhances human ingenuity and collaboration transforms bold ideas into meaningful innovation.
Built around an open innovation model, SparX brings together startups, universities, technology partners and government entities to co-create solutions that address real consumer needs. The hub leverages artificial intelligence, data analytics and advanced digital technologies while maintaining a strong focus on understanding consumer behaviour and delivering relevant, impactful innovations.
A key component of the initiative is Nestlé’s strategic partnership with the DIFC AI Campus, which enables SparX teams to capture and analyse real-time consumer signals. Combined with direct consumer engagement and market immersion, these insights help identify emerging trends at an earlier stage, allowing Nestlé to rapidly develop and launch innovative products and experiences that respond to changing market demands.
Through the launch of SparX, Nestlé reinforces its commitment to innovation-led growth while supporting the UAE’s vision of becoming a global hub for technology, sustainability and knowledge-based industries. The new innovation hub is expected to play an important role in advancing AI-driven research, strengthening collaboration across sectors and accelerating the development of next-generation consumer solutions.
