What The Food is set to return to Alserkal Avenue in Al Quoz next weekend for its fifth edition, with the event themed Khubz wa Milh (bread and salt). The organizers describe the theme as a celebration of regional food culture and tradition, centered on the simple joy of gathering around a meal.
According to the event announcement, the programme will bring together chefs, artists, farmers and homegrown makers through talks, workshops and tastings. Organizers also say the festival will highlight local and homegrown brands in line with what they call “Alserkal spirit.”
HalaPop pop-up at the festival
The release adds that HalaPop, described as the UAE’s first locally made prebiotic soda, will operate a pop-up stand beside the festival’s central table. The announcement specifies that visitors can sample chilled HalaPop through a “Mocktail Cart” offering all five flavours: Pomegranate Hibiscus, Strawberry Vanilla, Cherry Cola, Ginger Lemon and Tangerine.
The organizers also outline an onsite activity called “Make It Pop”, where participants can stop a timer at exactly 10.00 seconds to win. The release says the game will run with lights and sound, with a live leaderboard available throughout the weekend.
Prizes are described as being personalised on the spot, along with pouches and other HalaPop goodies. The founders of HalaPop, Karim and Walid, are listed as appearing at the stand.
Dates and location
The announcement states that the event will take place on Saturday, 31st October and Sunday, 1st November, with hours from 10:00 AM to 10:00 PM at Alserkal Avenue, Al Quoz.
What visitors can expect
Beyond tastings and workshops, the organizers say the fifth edition will create opportunities for community engagement with talks and hands-on sessions, while maintaining a focus on local brands and regional food traditions.
The festival also positions the HalaPop sampling and game activity as part of the weekend experience at the central area of the venue.