Some individuals are destined to dance to their own rhythm, carving out unique paths. Eve Lauren Heinz, based in Dubai, exemplifies this spirit. Growing up in Leipzig, Germany, while her peers and siblings were drawn to the snowy slopes, she was preoccupied with profit-making schemes. Together with her siblings, they set up tea stalls instead of the typical lemonade stands. "In Germany, it was quite cold, so we opted for tea. I loved interacting with people and finding ways to sell our product," she reminisces. This entrepreneurial drive resurfaced when she moved to Dubai in 2020, leading her to establish Linafsi at the age of 18, a company specializing in protein bars with a Middle Eastern flair.
Lauren Heinz noticed a gap in the market. "While global brands dominate, there wasn't much tailored for this region. Many bars seemed imported from the US and UK," she observes. She also identified a broader audience beyond fitness enthusiasts. "Busy professionals, parents, and students could benefit from a more substantial snack that keeps them fuller and more energetic," she adds. Transitioning from idea to reality wasn't immediate. "During Covid, I delved into healthier baking, experimenting with bars for the family. Later, I interned at a private label protein bar manufacturer, gaining both theoretical and practical industry knowledge," she explains. She also took business and marketing courses to refine her skills.
Her parents' support was invaluable. "My mother, an arts and PE teacher, is creative and active, while my father, involved in B2B flavors and fragrances, taught me the importance of taste," she says. When she decided against university, her parents were understanding. "We had numerous discussions. My dad provided honest feedback on my business plan, which I revised until it met his approval," she recalls. Despite potential detractors, she remained focused. "You need to believe in your vision and filter out negativity," she advises.
Linafsi's debut product, the ango Lassi Crispy Protein Bar, launched in May 2023, followed by new flavors in December. "Sampling is crucial. You start with a base formulation, share samples, revise, and repeat until the product is perfected," she explains. Navigating the market comes with challenges. "Price fluctuations, shipping delays, and rejections are part of the journey. Patience and resilience are key," she notes. Currently, Linafsi products are available at Choithrams, Amazon.ae, Linafsi.com, and select locations.
For aspiring entrepreneurs, she emphasizes the importance of a supportive network. "Surround yourself with positivity. Emotional support is crucial. Persistence and trust in your vision will see you through," she concludes.
