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HomeMiddle EastPasta giant Barilla sign partnership deal for Saudi expansion

Pasta giant Barilla sign partnership deal for Saudi expansion

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 company said in a statement. 

The Italian family founded company said it will be catering to the Saudi Arabia market through a diverse range of traditional pasta products that is expected to grow 5 percent 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.

The pasta brand is currently working with more than 2,000 retail stores, 5,000 restaurants and 5 airlines, across the GCC 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,” 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.

In 2014, Barilla opened its regional 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 also just opened its first restaurant in the region in Dubai and is planning further expansion in 2017.

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