Almarai Expands into Red Meat with the Launch of HABOOR, Backed by an Investment of Approximately Half a Billion Riyals

Almarai Company has announced its entry into the red meat market with the launch of its pre-packed beef brand, HABOOR, supported by an Investment of Approximately Half a Billion Saudi Riyals. The move represents an important step in the company’s growth journey, expanding its presence into new food categories while offering more choices to consumers, creating new growth opportunities, and reaffirming its contribution to the national food security ecosystem

This expansion aligns with Almarai’s recently announced 2026-2031 growth strategy, which is built on four key pillars to drive future growth. One of these pillars is: selective expansion into promising new categories, including red meat. The launch of HABOOR represents an important milestone that will further diversify Almarai’s portfolio and add to the company’s capabilities in local manufacturing in line with national priorities and Saudi Vision 2030

Commenting on the launch, Fawaz Aljasser, CEO of Almarai Company, said

“This investment is a strategic step that builds on Almarai’s strengths while supporting our long-term growth ambitions. Through HABOOR, we are entering the red meat market with a focus on quality, reliability, and value creation, supported by the integrated capabilities that have defined Almarai’s success for nearly five decades. As we continue to invest in growth, we remain committed to contributing to food security and strengthening the resilience of the Kingdom’s food ecosystem”