MJS Holding signs agreement with Sawani and Saudi Coffee Company, championing local Saudi brands across its hospitality portfolio

 MJS Holding is delighted to announce the signing of a historic partnership with Sawani and Saudi Coffee Company across its burgeoning Saudi restaurant portfolio. The new partnership will see the hospitality and investment company serve local Saudi products across its growing portfolio of restaurants, raising awareness for and championing local Saudi brands while highlighting their premium quality. 

As part of the collaboration, Noug and Jazean, both brands owned by the Public Investment Fund (PIF), will be served across beloved Saudi restaurants, which will use their products to create special menu items spanning food, beverages, desserts, and more. Venues include the breezy Mediterranean A.O.K Kitchen and the playful Italian American Jon & Vinny’s, allowing customers to taste and enjoy local produce and support local talent across various cuisines and establishments.

The signing took place at MJS’ newest outlet, Jon & Vinny’s Al Dadab, in the Saudi Capital, in the presence of business associates, VIPs, media, and friends of the brand. Embracing the spirit of the community and celebrating Saudi Arabia’s hospitality scene, special Jon & Vinny’s menu items using Saudi products were introduced at the ceremony for the first time – now available on the restaurant’s delicious all-day menu. 

As the first coffee producer to be owned by the Saudi government, Jazean empowers local coffee makers to deliver sublime blends right from the heart of the Kingdom. Sourced from the mountains of Jazan, Watad, and Khayalah in the southern region, Jazean’s coffee beans are meticulously blended with the finest selections from Colombia, Costa Rica, and Ethiopia. This unique fusion results in Jazean’s premium coffee, which will now be served across select MJS Holding restaurants in formats like V60 – allowing consumers to experience the brand’s rich flavors. 

Joining Jazean is Noug – the Kingdom’s first camel milk brand under SAWANI, offering exceptional camel dairy products that blend Saudi Arabia’s rich heritage with contemporary manufacturing techniques. Serving as a sustainable alternative to conventional dairy, Noug products boast natural goodness, devoid of additives. From flavored milk, plain and shaqra chili cheese to butter, gelato, laban, and cream, each offering is infused with traditional Saudi flavors such as lavender, cardamom, and Saudi coffee as well as chocolate and dark chocolate with orange. 

Established by PIF, SAWANI specializes in sourcing, producing, marketing, and selling premium camel dairy products with global aspirations. This strategic partnership with MJS Holding underscores the company's commitment to realizing the Vision 2030 goals through economic diversification, while aligning with the PIF's mandate to develop assets, build partnerships, unlock sectors and localize knowledge. Similar collaborations also empower SAWANI to make a significant impact and elevate the value of the camel products industry.

Jazean and Noug products will be available soon across MJS Holding restaurants, including Jon & Vinny’s and A.O.K Kitchen, Riyadh.