House of Pops

What House of Pops does

House of Pops is a Dubai-based (founded 2018) plant-based ice cream and frozen treat company specializing in vegan, allergen-free, keto-friendly ice pops. The company controls formulation in-house using a clean-label recipe architecture built on organic coconut milk/cream bases, organic agave or xylitol sweeteners, and natural vegetable fibers, with most products containing only 5-6 pronounceable ingredients and free from the 14 major food allergens. The portfolio spans three core collections (Happiness, Royal, Keto) plus specialty lines including Frack (chocolate-coated fruit slices), Edible Beauty Pops, and the Bustanica Collection co-developed with Emirates Bustanica's vertical farm.

The business operates a multi-channel GTM spanning owned D2C e-commerce on houseofpops.ae, 10+ owned retail locations across premium Dubai real estate (Dubai Festival Plaza, Festival City, City Walk, JBR, Kite Beach, Dubai Eye, Hilton Yas Island, W Hotel The Palm), international expansion into Bahrain City Centre and Saudi Arabia, and a franchise and distribution program offering turnkey kiosk solutions with a 2-year expected payback. Wholesale distribution reaches supermarkets, HORECA, and schools through cold-chain placements at -20°C, while events and catering operates a mobile Happiness Fleet (Cart, Bike, Freezer) that has served marquee events including COP28 and EXPO 2020. Pricing is unit-based at AED 25-37 per pop with bundle boxes at AED 85-150, and last-mile delivery is handled via Careem within a 20km radius from fulfillment nodes in Abu Dhabi, Kite Beach, and JBR.

Revenue is diversified across consumer D2C sales, B2B HORECA and supermarket wholesale, franchise and distributor licensing fees, and event catering services. Customer segments include health-conscious consumers, dietary-restricted individuals (vegan, keto, gluten-free), event planners and corporates, HORECA partners, and franchise/distribution partners. The company is founder-owned, legally domiciled as Bluebird Foodstuff Trading LLC in Dubai, and has not disclosed institutional funding or revenue figures.

Name

House of Pops

Legal name

Bluebird Foodstuff Trading LLC

Website

https://houseofpops.ae

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

House of Pops is a Dubai-based plant-based ice cream company founded in 2018 that makes vegan, allergen-free, and keto-friendly ice pops using clean-label formulations, selling through owned retail stores, D2C e-commerce, HORECA, franchise, and distribution channels across the UAE, Bahrain, and Saudi Arabia.

Ownership category

akta.pro rank

Product category

Plant-based Frozen Desserts

NAICS

Ice Cream and Frozen Dessert Manufacturing (311520)

SIC

Ice Cream & Frozen Desserts (2024)

akta.pro primary industry

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)

Keywords

• Plant-based ice cream
• Vegan frozen desserts
• Ice cream pops
• Keto ice cream
• Frozen novelty treats

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (D2C): Direct-to-consumer sales through owned e-commerce website and physical retail stores. Consumers purchase individual pops, customizable boxes (Happiness, Royal, Keto ranges) for personal consumption.
2. Franchise & Distribution Licensing: Revenue from franchise fees and distributor partnerships. Offers turnkey kiosk solutions with low investment and high ROI model. Expected payback period of 2 years with 15-week opening timeline.
3. Event & Catering Services: Rental and service fees for Happiness Fleet (Carts, Bikes, Freezers) at events. Customization services for corporate events, weddings, and private parties including bespoke flavors and branded packaging.
4. Wholesale/B2B Distribution: Supply of products to supermarkets (vertical freezers, countertop units), HORECA partners (hotels, restaurants), and schools for resale.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels6 records

Core offering

House of Pops manufactures and retails plant-based, vegan, and allergen-free ice cream pops organized into multiple product collections (Happiness, Royal, Keto, Frack, Bites, Bustanica, Jersey Pops). The company distributes these products through its own D2C e-commerce site, owned retail stores, a franchise network, HORECA partners, supermarkets, and delivery aggregators, and offers events and catering services.

Product overview

House of Pops is a Dubai-based healthy ice cream company offering plant-based, vegan ice cream pops and frozen treats. The core product portfolio consists of three main collections: the Happiness Collection (fruit-based pops with organic agave), the Royal Collection (indulgent coconut milk-based pops), and the Keto Collection (low-carb, xylitol-sweetened bars). Additional product lines include Frack (fruit slices coated in bean-to-bar chocolate with crackling texture), Bites (ice cream bites with chocolate coating), and specialty collections like The Bustanica Collection and Jersey Pops. The company operates through multiple channels including direct-to-consumer e-commerce (Shopify platform), physical retail stores across UAE (DFP, Festival City, City Walk, JBR, Kite Beach, Dubai Eye), hotel partnerships (Hilton Yas Island, W Hotel), franchise program, and distribution network. Services include events & catering with mobile units (Happiness Cart, Bike, Freezer) and B2B wholesale for HORECA, supermarkets, and schools.

Differentiator

Problem solved

Functional benefit

Products and services

• Happiness Collection

Quantifiable outcome

• Products contain only 5-6 clean ingredients with zero E numbers
• +4 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Emirates BustanicacoreStrategic or Co-development Partner · 21 January 2025Strategic partnership with Emirates Bustanica (world's largest vertical farm) to create The Bustanica Collection featuring two sub-collections: The Blooming Collection (edible flower-infused pops) and The Vitality Collection (cold-pressed juice-inspired pops). Products available online and in stores.
• Mama RitaminorStrategic or Co-development Partner · 4 September 2023Collaboration with home-grown Lebanese restaurant to create 5 exclusive pops inspired by Middle Eastern flavors: Orange Blossom, Cold Brew, Choco Matcha, Peach Paradise, and Toot A Beirut (Mulberry). Available at both brands' locations.
• Deliveroo UAEminorGTM or Marketing Partner · 17 August 2023Exclusive launch partner for UAE's first Edible Beauty pops (August 2023 limited edition). Three flavors: Glow (pineapple-mango-yoghurt), Boost (orange-carrot-ginger), and Revive (avocado-yoghurt). Available exclusively on Deliveroo.
• Noon MinutesminorChannel Partner/ Reseller/ DistributorExclusive online retailer for Jersey Pops FIFA World Cup lucky charm products featuring 14 country jersey designs.
• CareemcoreGTM or Marketing PartnerDelivery partnership for timely order fulfillment. Careem handles delivery within 20km radius of fulfillment locations (Abu Dhabi, Kite Beach, JBR) with 1-hour delivery promise.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Chloe's Pops: Chloe's makes fruit-based frozen pops with clean ingredients, closely matching House of Pops' core product format and ingredient philosophy. Operates primarily in North America but represents the same clean-label fruit pop category.
• Bite Snacks: Bite is a UAE-based healthier snacks brand with similar positioning, target market, and D2C-plus-retail distribution model. Direct regional competitor serving health-conscious consumers in the GCC.

Broad incumbents

• So Delicious Dairy Free: So Delicious offers a broad portfolio of dairy-free frozen desserts including bars, pints, and novelties. Established plant-based frozen dessert incumbent that competes in the allergen-free and vegan segments House of Pops targets.
• Halo Top: Halo Top is a major low-calorie/light ice cream brand with broad distribution. While not plant-based, it competes for the same health-conscious consumer seeking better-for-you frozen treats.
• Outshine: Outshine (Nestlé) makes frozen fruit bars in mainstream retail channels. Represents the incumbent scale player in fruit-based frozen novelties that House of Pops competes against on shelf.
• Oatly: Oatly is a global plant-based dairy leader that has expanded into frozen desserts including ice cream. Represents a broad incumbent in the plant-based category that could enter or expand in the GCC market.

Emerging players

• NadaMoo: NadaMoo produces organic, dairy-free frozen desserts using coconut milk. Closely aligned with House of Pops' coconut-based, clean-ingredient formulation approach.
• Cado: Cado makes avocado-based plant-based frozen desserts. Comparable in its clean-label, plant-based positioning and frozen novelty format aimed at allergen-conscious consumers.
• Booja-Booja: Booja-Booja produces organic vegan ice cream and frozen treats with simple ingredient lists. Aligns closely with House of Pops' clean-label, plant-based philosophy at smaller scale.
• Frill: Frill makes banana-based frozen desserts with a clean, minimal-ingredient approach. Comparable novelty-format, clean-label, plant-based positioning targeting similar health-conscious consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/houseofpops.ae
• Instagraminstagram.com/houseofpops.ae
• LinkedInlinkedin.com/company/house-of-pops

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about House of Pops