A taste of Minus Eighteen with Yasmina Rizk, GM of Sweet Mania LLC

A taste of Minus Eighteen with Yasmina Rizk, GM of Sweet Mania LLC

An optician by profession, Yasmina Rizk pursued her passion for sweets by starting an ice-cream business, which she later launched in Dubai. We spoke to the general manager of Sweet Mania LLC, to hear more about her journey.

What prompted you to open Minus Eighteen in Dubai?

The idea of opening Minus Eighteen came after several years of researching ice-cream brands in Dubai. We found that was a need for a high-end artisanal ice-cream concept. As people are becoming health oriented, we took the decision to go ahead with the project and offer artisanal, fresh, vegan, keto and sugar-free ice cream.

How would you rate the current B2B demand for your ice cream?

We began two months ago, and we already have around 40 business clients. They are all reputable companies that have been ordering repeatedly, and the feedback has been very positive. We are working on widening our network to attract more clients and expand our business.

Who are your most prominent clients in the hospitality sector and what are your top-selling flavors?

Restaurants, caterers and hotels are our key customers. We also cater to the end consumer through our e-commerce platform through Instagram, our website and food delivery aggregators, such as Deliveroo and Talabat. In addition to our 40 flavors of ice cream, we also sell frozen desserts. Our product range includes occidental and oriental frozen pastries, macaron filled with ice cream, ice-cream tarts, ice-cream jars and ice-cream chocolate bars. Our top-selling ice -ream flavors are ashta , jellab, meghli, rose loukoum, vanilla, chocolate orange, strawberry, lemon and salted caramel.

What are your upcoming projects?

We plan to open a flagship store to display our full line and allow our clients enjoy the best flavors of our frozen desserts.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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