Sadia Halal Showcases Food Innovations at the Saudi Food Show
Jeddah: Sadia Halal showcased its latest product innovations and expanding multi-protein portfolio at the Saudi Food Show in Jeddah, highlighting its focus on meeting the evolving needs of consumers and foodservice businesses across Saudi Arabia and the wider Gulf Cooperation Council (GCC) region.
Among the products presented was the Sadia Halal Shawarma Tower, a solution designed to help foodservice operators simplify preparation, improve operational efficiency and manage costs. The showcase reflected the company’s broader focus on developing convenient, value-added food products for both business-to-business (B2B) customers and consumers.
Through its participation, Sadia Halal highlighted how product development and operational capabilities can support changing requirements across the regional food sector, particularly as foodservice businesses seek practical solutions that balance quality, convenience and efficiency.
Sadia Halal Highlights Shawarma Tower Innovation
The Shawarma Tower was one of the key innovations presented by Sadia Halal at the Saudi Food Show. Designed for foodservice operators, the product aims to simplify preparation processes while supporting operational efficiency and cost management.
For restaurants and other foodservice businesses, convenient preparation solutions can help streamline kitchen operations and address day-to-day service requirements. Sadia Halal’s showcase demonstrated its focus on developing products that respond to these practical needs while expanding its presence across different customer segments.
The company’s broader portfolio includes multi-protein products and value-added offerings intended to serve a range of market requirements. By continuing to develop convenient and ready-to-prepare solutions, Sadia Halal aims to strengthen its ability to support customers across Saudi Arabia and the wider GCC.
During the exhibition, Sadia Halal also welcomed two senior Saudi officials to its stand: H.E. Eng. Khalil bin Salamah, Vice Minister of Industry and Mineral Resources for Industrial Affairs, and H.E. Eng. Majed Al-Argoubi, CEO of the Saudi Authority for Industrial Cities and Technology Zones (MODON).
The visitors were given a tour of the company’s latest food innovations, highlighting its approach to developing value-added products, improving convenience and supporting food safety.
Sadia Halal Focuses on Regional Customer Needs
Commenting on the company’s participation, Marquinhos Molina, Chairman of Sadia Halal and CEO of MBRF in Saudi Arabia, said the exhibition provided an opportunity to connect with customers and partners, understand changing requirements and demonstrate how innovation can translate into practical solutions.
He said: “The Saudi Food Show is an important opportunity for us to connect directly with our customers and partners, understand how their needs are evolving, and demonstrate how innovation can translate into practical solutions. Our focus at Sadia Halal is on developing a diverse multi-protein portfolio that combines quality, convenience and trust, while we continue to respond to the evolving needs of consumers and business customers across the Kingdom and the region.”
The company’s approach centres on building a portfolio that serves both consumer and commercial markets. Its presence at the exhibition also provided an opportunity to highlight its operational capabilities and its role in the regional food industry.
As demand and customer expectations evolve, product innovation and supply-chain capabilities remain important considerations for food companies serving multiple markets. Sadia Halal’s focus on multi-protein and value-added products forms part of its wider strategy to strengthen its offering across the region.
Strategic Partnership Supports Sadia Halal’s Growth
Sadia Halal operates through a strategic joint venture between MBRF Global Foods Company and Halal Products Development Company (HPDC), a company owned by Saudi Arabia’s Public Investment Fund (PIF).
Following the financial closing of the transaction in May 2026, valued at approximately SAR 8 billion (US$2.07 billion), the company is building on its established operational platform and market presence to support its next phase of growth.
The joint venture provides the foundation for Sadia Halal to develop its portfolio and strengthen its capabilities across the regional food market. Its strategy includes expanding multi-protein, value-added and ready-to-prepare products while maintaining a focus on quality, convenience and customer requirements.
The company is also positioned to build on its existing distribution and commercial infrastructure as it pursues opportunities across Saudi Arabia and neighbouring GCC markets.
Regional Network Strengthens Food Distribution
Sadia Halal has an integrated operational footprint comprising three industrial plants, 17 distribution centres and five commercial offices across Saudi Arabia, the United Arab Emirates, Qatar, Kuwait and Oman.
This network supports the company’s ability to serve customers across multiple markets and distribution channels. Its infrastructure also provides a platform for expanding its product range and strengthening its reach among retail, foodservice and other business customers.
The company’s focus on ready-to-prepare and value-added products aligns with its objective of offering practical solutions for different customer needs. Continued development of its portfolio and capabilities is expected to support its wider growth ambitions across the GCC and the Middle East and North Africa (MENA) region.
Food supply chains, local capabilities and distribution infrastructure are important elements of the regional food sector. Sadia Halal’s existing footprint provides a base from which it can pursue further opportunities while supporting its customers across the markets it serves.
Saudi Arabia Remains Central to Sadia Halal’s Strategy
Saudi Arabia remains a key market in Sadia Halal’s regional growth plans. The company sees opportunities to expand its portfolio and capabilities while contributing to the development of the Kingdom’s food sector.
Molina added: “Saudi Arabia is at the heart of our growth ambitions, alongside the broader GCC and MENA regions. As we expand our portfolio and capabilities, we see significant opportunities to contribute to the development of the region’s food sector through innovation, local capabilities and resilient supply chains. This supports our ambition to build a leading halal food company that contributes to the Kingdom and the region’s food security ambitions.”
The company’s strategy brings together product innovation, regional distribution and operational development. Its participation in the Saudi Food Show offered a platform to present these priorities to industry stakeholders and demonstrate solutions intended to address the needs of consumers and commercial customers.
With its multi-protein portfolio, established regional network and focus on value-added products, Sadia Halal is working to strengthen its position in the GCC food market. Its latest showcase underscores the role of practical product innovation and supply-chain capabilities in supporting its continued development across the region.
Related reading: American Agriculture Takes Center Stage at The Saudi Food Show | Sadia Halal’s KEZAD factory wins UAE Food Cluster Champion Award for Food Safety & Regulatory Compliance
Ahmed Abdul Wasey
Managing Editor, Eat ‘N Stays
Ahmed Abdul Wasey is the Managing Editor in Eat ‘N Stays, overseeing all editorial coverage of travel, hospitality, and food across Saudi Arabia and the wider Gulf region. He sets the publication’s editorial direction and reviews coverage across hotels, restaurants, tourism, cruise, and industry news before it publishes.
Have a story tip, correction, or question about our coverage? Reach Ahmed directly at pr@eatnstays.com.
