Almarai Company has announced its entry into the red meat sector through the launch of its new brand, “Haboor,” backed by an investment of approximately $133.33 million (SAR 500 million). The move aims to diversify the company’s business activities and strengthen its presence in Saudi Arabia’s food sector.
In a statement published on the Saudi Exchange (Tadawul) on Tuesday, the company explained that the new expansion will focus primarily on high-quality beef products. The initiative will introduce locally manufactured Saudi products that meet Almarai’s standards for quality and food safety, helping broaden consumer choice and meet growing demand for premium meat products.
The launch of the new brand forms part of Almarai’s growth strategy for the 2026–2031 period, leveraging the company’s expertise in product development and manufacturing, alongside its integrated supply chain and distribution capabilities.
The project also aims to develop value-added domestic food product categories and strengthen the resilience of Saudi Arabia’s food supply chains, supporting efforts to diversify food sources and enhance national food security.
Almarai expects the financial impact of the launch to begin appearing in its financial results from the fourth quarter of 2026.
