SADAFCO PARTNERS WITH KASIH FOOD TO EXPAND ITS PRESENCE IN AMBIENT MIDDLE EASTERN FOOD FOR ELEVATING THE HOME-MADE COOKING EXPERIENCE

SADAFCO (Saudi Dairy and Foodstuff Company), the leading food manufacturer, distributor and seller in Saudi Arabia, has partnered with Al Kasih Food Production Company of Jordan, a market leader in Middle Eastern food, to become a culinary powerhouse beyond tomato paste by extending its range into exciting new local trends in the Kingdom’s burgeoning food sector.

Already a byword for long life milk, tomato paste and ice cream, SADAFCO will now offer a delicious range of condiments, meal makers and dips that are popular across the Arab world and beyond with a distinctly Saudi twist. As of November 2023, SAUDIA by Mezete will offer a range of classic hummus, chili hummus, baba ghanouj, tahini sauce, and above all, the new innovation of Koshna; a meal maker that eases the cooking experience and makes it a lot more productive. This will be launched in more than 20,000 retail outlets across Saudi Arabia. Each product is 100% plant-based, gluten- and preservatives-free.

Patrick Stillhart, Chief Executive Officer of SADAFCO, said: “The company’s latest strategic partnership marks a new era for the brand as it responds to growing consumer demand in Saudi Arabia for quality and healthy cooking solutions.”

“Today’s consumers lead fast-paced lives with less time for cooking than ever before, but that doesn’t mean they want to go without the classic foods they grew up with nor compromise on quality,” he said. “As the number one food manufacturer in Saudi Arabia, SADAFCO is committed to offering its loyal customers a wider choice of quality and healthy food choices that offer a delicious taste of home while catering to their busy lifestyles.”

Saudi Arabia’s cooking solutions sector has grown in recent years. According to the General Authority for Statistics (GASTAT), children and youth, who make up around 67% of Saudi Arabia’s population, are influenced by global consumer trends, which are driving the packaged formats in retail. This factor is boosting the country’s cooking solutions market.

Saudi Arabia’s ready meals and cooking solutions market size is expected to grow from USD 20.21 million in 2023 to USD 26.32 million by 2028, at a CAGR of 5.43%.

“Our partnership with Kasih Food reflects our long-term vision to be a culinary powerhouse delivering food excellence and variety in Saudi Arabia, to fill people’s day-to-day lives with more wellbeing choices,” added Stillhart.