Barilla Announces Regional Expansion Into Saudi Arabia

Barilla, the world’s 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.

The pasta market size in Saudi Arabia is 55 thousand tonnes with nearly 2kg consumption per capita per year and the numbers continue to grow.  The Italian family founded company will be catering to the Saudi Arabia market through a diverse range of traditional pasta products that is expected to grow 5% in the next five 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 5 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 Food 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 Arabia consumers with top quality food products,” Mr Elkhouly added.

Barilla’s regional expansion comes as a result to 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 but 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 Food’s 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 and the trade 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, has since announced expansion into North Africa and now Saudi Arabia. Barilla Restaurant Group, part of the Barilla family of brands, has also just opened its first restaurant in the region in Dubai and is planning further expansion in 2017.

Barilla prides itself in upholding the highest international standards and best practices. This includes ensuring positive supplier relations through on-going training and engagement and enhancing supplier efficiency