Doux launches first chicken fed with flax seeds

Doux has launched the first frozen chicken fed with flax seeds, a natural source of omega-3 and containing 10 percent less fat.

The launch of Doux Fitlife was recently announced during a press conference at the French Ambassador François Gouyette’s residence in Riyadh, where Doux and its Saudi partner Al-Munajem presented the new frozen chicken. Doux Fitlife is now available in stores across Saudi Arabia.

In Saudi Arabia, 70 percent of the population is overweight, of which 29 percent is obese.

By 2022, this figure could even reach 59 percent. Experts say an insufficient physical activity and a diet that is overly rich, particularly in unhealthy saturated fats, and lacking in omega3, are to blame.

Dr. Bernard Schmitt, research director in human nutrition at the CERNH France and expert for the French Authority for Food Safety, said: “Omega-3s, or good healthy fats, are essential for maintaining a healthy body. Our organism cannot either make them or substitute for them itself, so they must be provided by our diet, and a lack of them can have serious consequences for our health.” Consuming 120 g of Doux Fitlife chicken per day provides 30 percent of the recommended daily intake of omega-3.

Doux claims the chicken is raised in the best natural conditions without hormones, in western France.

Doux Fitlife chicken has been developed according to the “Bleu Blanc Coeur” charter promoting healthy agriculture and recognized by the French Agriculture and Health Ministries.

According to Christophe Courousse, CEO of Doux France: “Doux has been the favorite brand of chicken in Saudi Arabia for more than two generations, introducing frozen chicken into the Kingdom in 1974. In 2017, we re-pioneer the chicken market again offering a new, high-quality chicken, which helps in preserving one’s health naturally, thus setting a new course for future healthy eating.”

Thamer Abanumay, CEO of Al-Munajem Cold Store Co, said: “Saudis are conscious of the impact that diet can have on the health and well-being of their families. Today, what they want is to be able to continue cooking the normal meals they love, while at the same time naturally helping to maintain a balanced diet and a healthier lifestyle. We eat chicken almost every day. Therefore, we investigated on how to breed and feed our chicken to feed our fellow citizens in an even healthier way.”