Crme de la Crmes growth plans are on track, as they inaugurate their tenth branch of the international desert parlor Alison Nelson Chocolate Bar (ANCB). The new outlet is located in the extension of Mall of the Emirates. ANCB is part of Crme De La Crme, the hospitality division and a member of the Saif Belhasa Holding Company.

Along with the new ventures Crme De La Crme intends to grow its existing franchises in the Middle Eastern Food & Beverage industry.

The new retail extension at Mall of the Emirates is a major project and we wanted Alison Nelsons Chocolate Bar to be part of it. We always seek to enhance our customers experience, so being located here is part of our plan of setting new standards of dining excellence, said Saif Belhasa, Chairman of Saif Belhasa Holding.

The new Chocolate Bar outlet is perfect anytime of a day for a tasty treat in the heart of the city.

The markets response for chocolate cafs has encouraged us to grow the brand and make it available in all key-locations across the UAE. We have built a huge network of loyal consumers and we expect to meet their demands, added Belhasa.

Crme De La Crme wants to take advantage of this growing market and expand its hospitality business as a result of the high foot traffic from both tourists and the local population. Crme De la Crme will target the full service restaurants positioned in the mid-end market segment.

A true chocolate connoisseur can vouch for the delectably indulgent treat that vitalizes the mind, and the spirit. Studies have shown the benefits of chocolate when consumed in the right amounts. This fact coupled with the increased demand in our signature chocolate offerings has prompted us to re-open the store, said Wessam Eldin Shehata, general manager of Crme de la Crme.

Alison Nelson's Chocolate Bar is a popular caf in New York Citys West Village, founded in May 2002. The international franchise offers a stylized and affordable full service chocolate caf and dessert shop for the entire family. Alison Nelson's Chocolate Bar arrives with a taste for cutting edge design and a penchant for blending the nostalgic with the unexpected.

Alison Nelsons Chocolate Bar is under Crme De La Crme, a member of Saif Belhasa holding.

Locations: Dubai Mall (Fashion Avenue), Dubai Mall (Ice rink) , Mall of the Emirates, Mercato Mall, Mirdif City Centre, Al Ain Mall, Boulevard Dubai, Dalma Mall, World Trade Centre and Yas Mall, Abu Dhabi.