SAUDI ARABIA —Almarai is expanding beyond its established food categories into red meat, allocating approximately SAR 500 million to establish its HABOOR brand in Saudi Arabia. The new business will concentrate primarily on beef products manufactured locally, extending the company’s presence across the Kingdom’s food value chain.
The entry gives Almarai an opportunity to diversify its revenue sources by participating in another major food category. Its existing manufacturing infrastructure, product development expertise and distribution network could support the introduction of meat products to the domestic market. The company intends to apply its established food quality and safety standards to the new product range, although specific production capacities, distribution arrangements and launch volumes have not been disclosed.
The investment also has implications for Saudi Arabia’s domestic food supply chain. Developing locally manufactured beef products may expand the range of value-added food production within the Kingdom and create opportunities for suppliers, processors, logistics operators and retail distribution channels. The initiative aligns with broader priorities around strengthening domestic food production capabilities and improving supply chain resilience. However, the announcement does not specify the proportion of raw meat that will be sourced domestically or the extent to which the investment will reduce reliance on imports.
HABOOR forms part of Almarai’s 2026-2031 growth strategy, indicating that the company intends to use its established operating capabilities to enter adjacent food markets. The investment places the business in a category where sourcing, processing costs, cold-chain management, product consistency and consumer pricing will be important factors in determining commercial performance. Competition from established meat suppliers and imported products will also influence market penetration.
The financial contribution from the launch is expected to begin appearing in Almarai’s results from the fourth quarter of 2026. The announcement does not provide a separate revenue forecast, profitability target or investment breakdown for the red meat operation, leaving the scale and timing of returns dependent on execution and market demand. Investors will be able to assess the expansion through subsequent financial disclosures as the business develops.
Almarai is a Saudi Arabia-based food and beverage company with operations spanning dairy, beverages, bakery and other food products. Its integrated production and distribution capabilities provide an existing platform for entering additional consumer food categories. The HABOOR launch represents a diversification initiative that could broaden its domestic market exposure while adding a new investment commitment to its medium-term growth programme.
