Italy’s Barilla announces regional expansion into KSA

Barilla, a leading pasta brand, has announced regional expansion into Saudi Arabia in partnership with Mayar Foods, for distribution of its Italian products through retailers across the Kingdom.
Saudi Arabia’s pasta market size is estimated at 55,000 tons with nearly 2 kg consumption per capita per year, and the numbers continue to grow. The Italian company will cater to the Saudi Arabian market through a range of traditional pasta products, which are expected to grow by 5 percent in the next 5 years.
“Our expansion into Saudi Arabia marks a major milestone for Barilla as we continue to experience increased demand from the region for Barilla’s Italian pasta products. Since opening our Dubai MEA head office we have also expanded in North Africa and continue to focus on the company’s Italian rooted culture of providing delicious and nutritious food that is healthy, convenient and good for the planet,” said Loay Elkhouly, managing director, Barilla — MEA.
Italy’s leading pasta brand is currently working with more than 2,000 retail stores, 5,000 restaurants and five airlines, across the GCC (excluding Saudi Arabia) with majority of distribution in UAE, Qatar and Oman served by the Dubai headquarters via regional partners.
“We are proud to be working with Mayar Foods on our expansion into Saudi Arabia and are confident in the joint success that will be brought through their expertise and vision to provide Saudi consumers with top quality food products,” Elkhouly added.
Barilla’s regional expansion comes as a result of a shift in dietary preferences in the region, where the Mediterranean diet is becoming more popular and people are keen to try authentic Italian food. Barilla offers more than just ingredients, it inspires foodies through the company’s chefs, nutritionists, a recipe app and numerous other platforms.
“Mayar Foods’ beliefs match well with the Barilla Group. Barilla’s top quality farming and production, and Mayar Foods’ expertise in product distribution will allow consumers to have the best of traditional Italian cuisine across all major supermarkets in the Kingdom. We are proud to be working with Barilla to provide consumers in Saudi Arabia with the world’s best Italian pasta products,” said Ahmed S. Al-Muhaidib, General Manager, Mayar Foods.
In 2014, Barilla opened its MEA headquarters in Dubai, and has since announced expansion into North Africa and now Saudi Arabia. Barilla Restaurant Group, part of the Barilla family of brands, has opened its first restaurant in the region in Dubai and is planning further expansion in 2017.

Source: Arab News