A former Co-Head at MBC Ventures; Management Consultant at McKinsey & Company and an investment banker with Société Générale, entrepreneur Sara Chemmaa comes from a diverse background in finance, strategy and consulting.
The Founder of Citron, a company that creates stylish leakproof lunchboxes for children, Sara has built a brand that combines practicality with design. Born in 2018 out of Sara’s personal quest for quality lunchboxes, Citron has grown to offer over 400 products, including a sustainable range, bio-based feeding options, and items tailored for teenagers.
With more than 1.5 million products sold, the brand has become a dominant player in the lunchbox and back-to-school market across the GCC and is available in over 1,000 retail stores across 48 countries. In an interview with Business Frontier, Sara discusses the birth and growth of Citron; the challenges she faced during the journey and more.
Q. Can you tell us the story behind Citron?
Citron was born from a very personal need. As a working mother, I struggled to find safe, stylish, and sustainable products for my children’s feeding needs. I couldn’t find anything that met my expectations, so I decided to create it myself. Over the years, what started as a small, personal project has evolved into a market-leading company that sells innovative lifestyle products in over 47 countries. What really sets Citron apart is that we’ve stayed true to our founding mission: to make a difference in the lives of children and families. Our customers know that every product we create is designed with their needs at the forefront—safe, functional, eco-friendly, and durable.
Q. What were some of the challenges you faced when starting Citron?
Starting any business comes with its fair share of challenges, and ours were no different. One of the biggest hurdles early on was finding the budget for influencer marketing, which was still a new and unproven avenue at the time. It also took a while to build a community of loyal customers who trusted our products. But by engaging with our customers authentically and building relationships slowly, we now have a truly invaluable community.
More recently, we’ve had to deal with the rise of imitators and replicas from other brands looking to copy our success. While we can’t always take legal action in those cases, we continue to innovate and stay ahead of the competition by focusing on creating strong, quality products.
Q. You made a significant career shift from being an investment banker to becoming the CEO of a children’s brand. What was the transition like?
It was definitely a shift, but what’s been surprising is how much of my previous experience has helped me in running Citron. The move itself was quite gradual. When I became frustrated by the lack of quality feeding products for my son, it started as more of a personal project. But when I realized how helpful the products could be for other parents, I saw the potential for something bigger.
After two years of development and perfecting our designs, I made the decision to leave the corporate world behind and fully commit to Citron. While we’ve grown rapidly over the last four years, we’ve kept the agility and entrepreneurial spirit of a startup, and I continue to feel inspired every day by what we can accomplish.
Q. Why is the Middle East such an important market for your brand?
The Middle East is a uniquely dynamic and thriving market, especially for family and child-focused brands like ours. It’s not just about the growing population—though with one of the world’s highest fertility rates, the region is certainly attractive for businesses targeting children and families. But it’s also about the diversity and entrepreneurial spirit of the region. Traditionally, the Middle East has relied on imports, which means there are gaps in the market for innovative products tailored to local needs. As a result, there’s a huge opportunity to create products here that not only serve local markets but can also be exported. It’s a place where creative ideas can flourish.
Q. How do you view the importance of sustainability in children’s products?
As a family-focused brand, we understand how important it is to protect our children—not just in terms of safety but also their future. Sustainability has become a top priority for parents, and it’s something we take very seriously. At Citron, we integrate sustainability into every stage of our product development—from design to manufacturing to packaging. We’ve made significant strides in reducing our use of bioplastics and are continually investing in eco-friendly collections and recyclable products. It’s essential that parents can feel confident knowing that when they choose Citron, they’re not just getting a great product for their child, but also doing their part to help the planet.
Q. What factors should parents consider when selecting the best lunchbox for their children?
When choosing the right lunchbox, functionality and safety should be the top priorities. At Citron, we combine both with great style. First and foremost, make sure the lunchbox is made from safe, non-toxic materials and is BPA-free. Durability is also key—look for a well-made, sturdy lunchbox that’s built to withstand everyday use. It’s also important that it’s easy to open and close, with no risk of leaks. Lastly, ease of cleaning is something every parent will appreciate, as children’s lunchboxes can get messy quickly! We’ve designed our lunchboxes to be practical, safe, and easy to maintain.
Q. What are your plans for the future of Citron?
We’re incredibly excited about the future. In 2025, we’ll be expanding our feeding range with new product launches that will elevate the value we offer to our customers. By 2026, we plan to launch a full new collection that will include hydration, lunch, and back-to-school products—plenty of surprises in store!
Additionally, we’re making major investments in our direct-to-consumer business and are focused on expanding beyond the UAE. Over the next three years, we plan to open more stores internationally. Our vision is to grow even further while staying true to our commitment to quality and sustainability.
