PRESS RELEASE – PRESS RELEASE – PRESS RELEASE
 

Extreme launch EX Freshies it's nu skool café chain
 
So… You can watch it, you can sleep in it and now you can eat and drink it….  

‘Freshies’ are the virgin tracks that skiers and boarders carve in the untouched mountain snow. EX Freshies (www.exfreshies.com) is a nu skool café, a place to drop in and fuel up on fresh food with full-on flavours any time of day.

It’s a speedy-service café for people who want a healthier alternative to pre-packed junk food and bland corporate multinational food chains brought to you by the founders of the Extreme Sports Channel


The first EX Freshies has just launched in Times Square, Dubai and is already taking orders for “Strippers” (Teriyaki chicken salad) and “Cow Tippers” (beef, vegetable and noodle stir-fry). The second EX Freshies opens in Mega Mall, Sharjah later this month with 4 more planned to open in the Middle East and South Africa before Christmas.

From freshly pressed juices and smoothies to salads, wraps, gourmet grills, open sandwiches (on healthy bread), tramazzinis (filled pitas) and crepes. It's all about being nutritious and delicious with everything prepared to ensure freshness, crispness and MAX  nutritional value. Food is all made to order – deli style. The full range of our award winning Extreme Drinks are also available, including the new great tasting Aqua vitamins range, all with no artificial anything!

EX Freshies is not just another café or restaurant, it’s a unique brand experience inspired by youth culture and extreme sports. It’s a complete contrast to all other fast food and coffee house joints out there today. The innovative concept mixes it up with the EX Freshies signature – ‘Full-on Flavours with Far-Out Moves’, and aims to attract everyone who aspires to an active and healthy lifestyle.

EX Freshies interior is designed as a new place to relax, offering laid back attitude throughout. Kick back in one of our wave style banquet seating booths or chill on a white cracked-leather ‘tick-tack’ bench. The aspirational imagery used throughout will get the adrenaline pumping and you can even ask ‘DJ Crepe’ to flip you up a fresh crepe while you catch the latest action on the Extreme Sports Channel.

Al Gosling, CEO of Extreme Group and founder of the Extreme Sports Channel commented:  “Our vision for EX Freshies was to create a place where consumers want to hangout – a cool alternative to overwhelmingly corporate cafés in malls and high streets around the world.  Our mission was to provide the finest freshly prepared food with great service in an environment that reflects what we and the EX brand stand for.” 

Marvin Share from retail Corp said “Extreme Sports in Dubai is a relatively new experience although the market is growing massively.  We are hugely excited to be launching EX Freshies throughout the region.  Our initial feedback from the customers so far has been mind blowing."








 


Dan Einzig, founder of Mystery Design, the overall creative director and ‘brand guardian’ on the project stated “From the start we have aimed to create somewhere with an incredibly positive ethos, which is exciting and fun and that would welcome everyone, not just those who participate in extreme sports, but who aspire to the lifestyle whilst being totally true to the credibility of the EX brand.”

If you think we are stopping there then you would be mistaken, this is only the beginning! We are rolling EX Freshies out across the Middle East and South Africa over the next few months while also looking for franchise partners on a Worldwide basis, so more people can enjoy a fresher, healthier and an all-round more energizing choice. Look out for two more EX Freshies opening in September and one in both November and December!

For more info on EX Freshies visit www.exfreshies.com

or contact sophie@extremeinternational.com

Click here to go to the Extreme International Press Section

Notes to editors:

About Extreme Group

Extreme Group was started in 1995 by Al Gosling, founder of the Extreme Sports Channel and is a collection of businesses with a shared brand and shared values. Aged 24, passionate about extreme sports and unable to find a job that interested him, Al set up Extreme. Today Extreme delivers a range of branded lifestyle products and services including, Extreme Entertainment (TV), Ex Stores, Extremepie.com (online retailer), Extreme Mob (an MVNO mobile phone network), Extreme Drinks, Extreme Hotels, Ex Parks (sports based theme parks), Ex Freshies (cafés), Extreme Cred, Ex Travel, Extreme Element (sports courses and experience voucher service), Extreme Mayhem (paintball), Extreme Medics, Ex Raw State (apparel and footwear range). Extreme employs 247 people and operates in more than 70 countries around the world. The Extreme Sports Channel gives the Extreme brand continuous 24/7 exposure and reaches over 40 million homes in 60 countries around the world. For more information please see the ‘About us’ section or sign up for all news offers and updates on www.extremeinternational.com

Contact - sophie@extremeinternational.com  +44 207 244 1000

About Extreme Drinks.

Extreme Drinks started in 2001 and now has a range of 7 completely natural, award winning drinks that are sold in 21 countries around the world. For more information visit www.extremedrinks.com.

Contact - anthony@extremedrinks.com +44 207 244 100

About Retailcorp.

Retailcorp represents the brand retailing arm of Nakheel and part of the Dubai World (www.dubaiworld.ae) group of companies.

Retailcorp was created in 2004 and signaled the birth of a new major player in the region’s retail market.  It focuses on the development of networks in the region, either by introducing brands that have not yet penetrated the market or by re-structuring fragmented segments of retailing.  It provides strategic expertise, management and financing services and facilitates many aspects of the development of a brand in the region thanks to its special status.

For further press information, hi-res pictures contact:

Email:

melanie@sassysolutions.net           Mobile no:  +971 50 3830244

shana@retailcorp.ae                        Mobile no:   +971 50 4541348