Deemah

What Deemah does

Deemah (legally United Food Industries Corporation Limited) is a Saudi Arabia-based food manufacturer founded in 1984 and headquartered in Riyadh, producing biscuits, cakes, snacks, and candies under nine sub-brands (Fun Ba, Joy, Cream, Kraky, FARFASHA, Deemah, CRUXX, BLISS, and BALANCE) across a portfolio of more than 250 SKUs. The company operates a fully automated manufacturing footprint with a workforce of approximately 1,500 employees and maintains ISO 9001:2015, ISO 22000:2018, ISO 45001:2018, Halal, and Saudi Food and Drug Authority certifications across all product categories, with SFDA conducting quarterly facility inspections.

Deemah generates revenue primarily through wholesale and distribution of mass-market consumer snack products to retailers across more than 50 countries spanning the Middle East, Africa, Asia, Europe, North America, and Australia, supplemented by a direct-to-consumer online storefront at deemahstore.sa. The go-to-market combines traditional distributor-led international export, retail partnerships, and trade-event presence (notably Gulfood), with customer segmentation oriented toward families and general consumers seeking affordable everyday indulgence, balanced by a recent push into health-conscious (BALANCE) and premium (BLISS) consumer segments.

In February 2025 the company executed a generational leadership transition, with Mohammed Khalid Alakeel succeeding founder Abdul Aziz Alakeel as CEO and the founder assuming the Chairman role, alongside the appointment of three independent directors drawn from SAMI, General Electric, Aramco, and Saudi government industrial affairs. Under the new leadership, Deemah has publicly committed to R&D investment in healthier snacks and high-protein products, expansion of core categories, and digital transformation, evidenced by the recent launches of the CRUXX savory snack sub-brand (December 2025) and the BLISS and BALANCE sub-brands (April 2026).

Name

Deemah

Legal name

United Food Industries Corporation Limited

Website

https://deemah.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Deemah (United Food Industries Corporation Limited) is a Riyadh-based Saudi snack manufacturer founded in 1984, producing biscuits, cakes, snacks, and candies across 250+ SKUs under nine sub-brands and exporting to 50+ countries with a 1,500+ employee automated manufacturing footprint.

Ownership category

akta.pro rank

Product category

Snack Food Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Sugar and Confectionery Product Manufacturing (3113)

SIC

Cookies & Crackers (2052), Sugar & Confectionery Products (2060), Bakery Products (2050)

akta.pro primary industry

Cookies, Biscuits & Crackers (CRADABAD)

akta.pro secondary industries

Pretzels & Savory Baked Snacks Manufacturing (AFAKAIAD), Confectionery, Snacks & Specialty Sweets Wholesale Distribution (CRAOAAAM)

Keywords

• Snack manufacturing
• Biscuit production
• Confectionery products
• Baked goods
• Candy manufacturing

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Snack Manufacturing and Sales: Manufactures and sells biscuits, cakes, snacks, and candies through direct-to-consumer online store and international distribution network spanning 50+ countries

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Deemah manufactures and distributes biscuits, cookies, cakes, snacks (potato chips, extruded crunchy and stick snacks), and candies (lollipops, toffees, chewy candies). The company sells these products under nine sub-brands to consumers in Saudi Arabia and through international distribution in 50+ countries, with direct-to-consumer sales via its own online store (deemahstore.sa).

Product overview

Deemah is a Saudi Arabian food manufacturing company operating since 1984 under United Food Industries Corporation. The company produces a diversified portfolio of snacks organized into four main product categories: Biscuits & Cookies, Cakes, Snacks, and Candies. The product portfolio includes nine sub-brands (Fun Ba, Joy Ba, Cream BA, Kraky, Deemah, FARFASHA, CRUXX, BLISS, and BALANCE) that span across filled biscuits with date and cream fillings, plain biscuits, cream biscuits, premium cookies, healthy/sugar-free biscuits, chocolate cakes, cupcakes, muffins, donuts, extruded snacks (chips, crunchy, sticks), bold-flavored snack chips under CRUXX, lollipops, chewy candies, and toffees. The products are distributed to over 50 countries worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Fun Ba: Lollipop brand offering various flavors including cherry, cola, blueberry.
• Joy
• Cream
• Kraky
• FARFASHA
• CRUXX
• BLISS
• BALANCE

Products and services

• Fun Ba Lollipops Lollipop sub-brand offering fun-shaped lollipops in assorted flavors (cherry, cola, blueberry) targeted at children and family snack occasions in Saudi Arabia and export markets.
• Joy Ba Lollipops Joy brand lollipops with assorted fruit flavors sold alongside Fun Ba in the confectionery category.
• Cream BA Cream Biscuits Cream-filled biscuit sub-brand offered in multiple flavors (banana, chocolate, coconut, custard, orange, strawberry, vanilla, black and white) and in Maxi and Neo variants for everyday family consumption.
• Kraky Savory Crackers Savory cracker sub-brand featuring Kraky Salt and Kraky Zaatar flavors, positioned as a tea-time and everyday savory snack for families.
• FARFASHA Date Biscuits and Traditional Sweets Sub-brand offering date-based biscuits and traditional Middle Eastern sweets, including Date Bars (Original, Henaini, Sukkari, Ajwa, Softi), Fig Bars, Mamoul (regular and bran varieties), and Star Biscuits (caramel, hazelnut, chocolate hazelnut).
• Deemah Cakes Cake and baked-goods product line sold under the core Deemah brand, including brownies, fantasy cakes, cupcakes (chocolate, strawberry, vanilla), curvy-shaped cakes, double chocolate muffins, donut-shaped cakes, and Marmo chocolate cakes for individual and family consumption.
• Deemah Potato Chips Potato chip product line offered in Ketchup, Jalapeno, French Cheese, Salt, Chili and Lemon, and Salt and Vinegar flavors in 75g packs.
• CRUNCHY Extruded Snacks Extruded crunchy snack product line offered in Flaming Hot, Nacho Cheese, and Salted Caramel flavors.
• P.STICK Extruded Stick Snacks Extruded stick snack product line offered in Chili and Lemon, Salt, Jalapeno, French Cheese, Ketchup, Ranch, and Salt and Vinegar flavors.
• CRUXX Bold-Flavored Chips Newly launched bold-flavored snack chip sub-brand with regional Middle Eastern flavor profiles including Habanero & Lime, Daqoos, Labneh & Herbs, Spicy Ketchup, Chili, and Tomato Ketchup.
• BLISS Premium Cookies Newly launched premium cookie sub-brand featuring Coconut, Dark Chocolate & Pecan, Double Chocolate, Ginger, Shortbread, and Toffee & Pecan cookie variants for the higher-end biscuit segment.
• BALANCE Healthy Biscuits Newly launched health-focused sub-brand featuring better-for-you biscuit products including Digestive Sugar Free and Kleja Bran Sugar Free variants.
• Deemah Candies (Fruity, Juicy, Toffee, Cutee, Creamy Pop) Chewy candy and toffee product line including Fruity chews (cherry, orange, strawberry, mix), Cutee candies, Juicy chews (cherry, cola, mint, orange, strawberry), Salted Caramel, Creamy Pop, and Milk Toffee.
• Deemah Online Store (deemahstore.sa) Direct-to-consumer online storefront (deemahstore.sa) where customers can purchase Deemah snack products directly from the company.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bahlsen: German premium cookies and biscuits manufacturer (PickUp, Leibnitz). Comparable as a cookies/biscuits manufacturer expanding internationally; aspirational peer given Deemah's BLISS premium cookie launch.
• Mondelez International: Global snacks and confectionery major (Oreo, Cadbury, Toblerone, Chips Ahoy). Directly competes with Deemah in biscuits, cookies, and candy across MENA and international export markets where Deemah distributes to 50+ countries.
• Halwani Bros: Saudi Arabian confectionery and sweets manufacturer (Halwani Bros brand). Direct regional peer in Saudi confectionery with overlapping product mix in candy, toffee, and traditional sweets serving MENA consumers.
• Britannia Industries: Major Indian biscuits, cookies, cakes, and dairy-snacks producer with strong export presence across emerging markets. Closely comparable to Deemah in biscuits/cookies/cakes mix and South-South distribution to Africa and the Middle East.
• Parle Products: India's largest biscuit manufacturer (Parle-G, Monaco, Hide & Seek). Direct product-category peer in mass-market and premium biscuits with comparable multi-decade brand heritage and multi-country export footprint.
• Global Brands (7 Days): UAE-based bakery and confectionery group producing 7 Days croissants, cakes, and snacks. Direct regional competitor in packaged cakes, biscuits, and snacks across the GCC with comparable export reach.
• Pladis Global (McVitie's, Ülker): UK/Turkey-headquartered biscuits and confectionery group owning McVitie's, Ülker, and Godiva. Direct competitor in biscuits, cookies, and chocolate-confectionery categories in MENA and other Deemah export markets.

Broad incumbents

• Americana Group: Large MENA food conglomerate (frozen foods, snacks, and quick-service restaurant supply). Overlaps with Deemah in snacks and broader packaged food distribution across the Middle East and Africa.
• Hershey Company: U.S. confectionery and snacks major with growing MENA presence. Comparable on candy and snacks portfolio breadth, competing with Deemah's lollipop, chewy candy, and toffee lines.
• Nestlé: Global packaged food major with strong confectionery and biscuits exposure (KitKat, Smarties). Competes with Deemah across multiple categories and geographies as a broad incumbent, not a biscuit specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Deemahksa

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deemah