General Mills to Expand Scope in Saudi Arabia, Launch Pillsbury Foodservice Products and Bakery Goods


Riyadh, KSA,  – US food manufacturer General Mills has expanded its offering in the Saudi market, introducing Pillsbury foodservice products and bakery goods, as part of its plan to provide accessible, healthy products to consumers in the Kingdom.

The company will be collaborating with Ahmad A. Abed Trading Co., Saudi Arabia’s leading producer of bread and pastries. It announced its expansion plans as it took part in Saudi HORECA 2019 – the largest exhibition specialising in food, beverages, and hospitality in the Kingdom, taking place in Riyadh on November 26-28, 2019.

The new partnership expands General Mills’ business in the Saudi market, whereby the company will supply high-quality ingredients and raw materials for the baking industry, in addition to developing and expanding the distribution network in the Middle East and North Africa (MENA) region. Products include mixes for cream cakes, sponge cakes, cupcakes, doughnuts, pancakes, crêpes, and waffles.


Pillsbury have over 150 years of experience in the baking industry, allowing them to deliver unforgettable experiences to consumers who purchase their products in more than 100 countries around the world. Pillsbury offers a full range of frozen dough, flour, and healthy mixes; its strategy balances consumers’ preferences with health requirements and superior taste, all in accordance with the highest international quality standards.

Mohanad Ahmed Abed, Business and Product Development Manager at Ahmad Abdulwahab Abed Trading Establishment, said: “We are proud to be supplying the Saudi market with Pillsbury baking products under the General Mills umbrella. We have an ambitious vision for the MENA region, where we look forward to providing healthy and accessible food items by channelling our extensive expertise and professionalism in manufacturing baked goods, desserts, and other food products.”

“Ahmad Abdulwahab Abed Manufacturing (Bakemate) has successfully embraced technology, achieving the highest levels of quality. The Ahmad Abdulwahab Abed Trading Establishment offers best-in-class products and services in Saudi Arabia – particularly, baking ingredients. We have established 13 distribution networks across 13 cities and 30 retail establishments in the country (Moltaqa Alkhabbazeen),” Abed continued.

Meanwhile, Wissam Menkara, Foodservice Regional Sales Manager at General Mills, noted: “Saudi Arabia is an important market with enormous demand for various products and for quality. We are pleased to be establishing a partnership between Pillsbury and Ahmad Abdulwahab Abed Trading Establishment, which provides a great opportunity to expand our services in the Saudi market and make progress with our plan to develop and expand our foodservice offering in the MENA region in the upcoming few years.”

The Saudi foodservice market is projected to grow in value to USD31.6 billion by 2024, registering a 5.9% annual growth rate between 2019 and 2024. This boom will be driven chiefly by a shift in eating habits and preferences, as well as in restaurant concepts buoyed by the growth of retail and hospitality, and the proliferation of online food delivery. This is in addition to the growing population and tourist footfall, which will affect the food and beverage industry in the region in the upcoming few years.



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