Dubai, UAE – 8 October: Fine Hygienic Holding (FHH), one of the world’s leading manufacturers of hygienic paper products, has set its sights on further expansion into the wellness industry through the acquisition of a major stake in Nai Arabia Food Co., valued at over US $10 million.
Since its launch in 2017, Arabian natural food and beverage brand, Nai Arabia Food Co has quickly emerged as a leader in the industry, and a shining example for social responsibility through its partnerships with non-profit organizations across the region.
Nai Arabia’s dedication to the production of 100% natural, healthy and affordable Arabian-inspired beverages, which guarantee fewer calories and contain less sugar than competitive products, has been key to their successful distribution regionally and across the Western world. As such, the company has experienced a substantial amount of pressure to meet the increasing demand, inhibiting their potential for growth – an issue for which FHH as a strategic investor has provided the solution.
The acquisition marks another significant and strategic move for FHH which, after 60 years of leading the hygiene industry, has pivoted towards the wellness with the introduction of its patented SteriPro™ technology, which guarantees high levels of sterilization and hygiene in its tissue products; as well as its line of baby and adult diapers specially designed to provide superior skin health.
“FHH is not just a paper company, it’s a wellness company; and we are deliberately turning in this new corporate direction. It’s the next logical step in the company’s journey,” said FHH CEO James Michael Lafferty.
“We want to ensure we go beyond just products and improve the lives of our consumers through wellness. Despite all the technological advances in today’s society, we are not getting healthier; the obesity epidemic is growing unabated, and new diseases are constantly emerging. As the old saying goes, ‘If you don’t have your health, you don’t have anything’. We want to play a role in improving the lives of our consumers via products that improve individual wellness,” added Lafferty.
Hisham El-Farouki, CEO and Founder of Nai Arabia, said: “We are extremely excited to be joining forces with Fine Hygienic Holding. It’s clear that both companies’ share a value-driven commitment to health and consumer experience through superior-quality products.
“This is a merger of complementary strengths and will provide both parties with a mutually beneficial relationship. As FHH expands its reach into new markets it will in turn, assist Nai Arabia through its vast commercial capabilities.”
FHH, which has a dual-HQ in both Amman, Jordan, where they were first founded, and Dubai, UAE, continues to push for the expansion of its presence, and is actively seeking to expand and diversify its portfolio into other areas of wellness, specifically beverages and nutritional supplementation. To date, the company serves over 75 markets across the Middle East, Africa, Europe, Asia, and the USA.
About Fine Hygienic Holding:
Fine Hygienic Holding (FHH), MENA’s leading manufacturer of hygienic products, serves consumers in more than 75 countries around the world. With its commitment to becoming “the shining star of the Arab FMCG business world,” FHH focuses on sustainability, state-of-the-art production processes, pioneering CSR programs, and award-winning products. The company offers a diverse array of products including facial tissues, napkins, kitchen towels, toilet paper, baby diapers, adult briefs, jumbo rolls, as well as away-from-home products to accommodate all types of private and public institutions.
About Nai Arabia Food Co:
Nai is an Arabian, natural healthier beverage and snack brand that was founded in 2017 and that is emerging as a regional leader in its space. Nai’s products can be found in leading supermarkets, convenience stores, hotels, restaurants, cafes and spas across the GCC and in Canada. Nai launched around a selection of uniquely flavoured, brewed, lightly sweetened iced teas and is about to introduce a range of quality lemonades and other functional beverages. Nai strives to play an active role in its local communities through its “Inspiring Good for Arabia” campaign. By the end of 2020 Nai envisions becoming available in over 10,000 points of sales across 10 regional territories – including new markets like Egypt, Jordan and Lebanon – as well as in the USA and Canada. To learn more visit www.naiarabia.com or follow Nai at @naiarabiaofficial.