Magnit, one of Russia's leading retailers, has begun distributing vanilla ice cream featuring traditional Dagestani urbech—a nutritious paste made from ground almonds and pistachios—to regions beyond the republic. The product, produced by "Khalimbekaul" from Buynaksk District, has arrived in Astrakhan Oblast, with the first batch of 7,500 portions now available in cups and as popsicles. Each serving contains at least 14.6% of the traditional delicacy, developed using authentic Dagestani recipes.
As to Kerim-Soltan Salakhov, General Director of Khalimbekaul, urbech is a national treasure of Dagestan. The company aims to showcase regional traditions through quality craftsmanship. The launch in Astrakhan includes the installation of 20 branded freezer displays (expanding to 30 by month's end), along with tastings and marketing activities to introduce the product to new customers.
Magnit representatives note that growing tourism in Dagestan and increasing interest in local cuisine drive demand for regional products beyond the republic. The retailer currently sources from more than 40 local Dagestani suppliers, with over 90% of this merchandise sold outside the region—reflecting both the popularity of Dagestani specialties and the company's commitment to supporting local producers while expanding their market reach.