Business · Companies · 12 hrs ago
Almarai enters Saudi red meat market with $133 million investment
Saudi food company Almarai has entered the red meat market with a new brand called Habor.
The company is investing 500 million riyals, or about $133.3 million, in the launch.
Habor will focus mainly on beef products made in Saudi Arabia to Almarai’s quality and food-safety standards.
The move is part of Almarai’s 2026–2031 growth strategy and its plan to expand into new food categories.
The launch is intended to widen consumer choice and meet demand for high-quality meat.
Almarai says the expansion could also strengthen Saudi Arabia’s food supply chains and food security.
The financial impact is expected from the fourth quarter of 2026, according to the company.
Almarai has entered Saudi Arabia’s red meat market with its new Habour brand and an investment of about half a billion Saudi riyals.
The company said the investment is worth $133.3 million.
The new business will focus mainly on beef products made locally, according to Almarai.
The move is part of the company’s 2026–2031 growth strategy to expand into new food categories.
Almarai expects the launch’s financial impact to appear in its results from the fourth quarter of 2026.
- Who
- Almarai, a Saudi company.
- What
- It entered the red meat sector through its new Habour brand, with an investment of about half a billion Saudi riyals.
- When
- Announced on October 27, 2026.
- Where
- Saudi Arabia.
- Why
- To diversify its business and expand into new food categories. The company also said the move would support food security and supply-chain resilience.
This story does not have two clearly opposing sides.
Almarai announced its entry into the red meat sector through its new Habour brand.
Almarai expects the financial impact of the brand launch to begin appearing in its results.
- Investment
- Half a billion Saudi riyals, or $133.3 million
- Brand
- Habour
- Main product focus
- Beef products
- Growth strategy
- 2026–2031
- Expected financial impact
- From the fourth quarter of 2026
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What people are saying
This investment is an important step in building on Almarai's capabilities and strengths and supporting its long-term growth ambitions.
Through our brand 'Habour,' we are entering the red meat sector with a focus on quality and value creation, leveraging the integrated expertise and capabilities that Almarai has developed over nearly five decades.