What Dina Foods does

Dina Foods Limited is a UK-based, family-owned food manufacturer specializing in Mediterranean flatbreads, confectionery, and savoury products. Founded in 1992/1993 by the four Haddad brothers (Amin, Souheil, Samir, and Fadi), the company operates multiple manufacturing sites in Park Royal, London, producing artisan products using traditional recipes baked in stone ovens alongside bespoke production equipment. Its product portfolio spans three core categories: Bakery (signature Paninette® flatbreads, Tasty Goodness® range, pitta, naan, chapatti, lavash, khobez), Confectionery (baklawa — where it claims UK market leadership — Filo Delights®, nests, Dinalicious dates), and Savoury (falafel). The company holds top-tier food safety certifications including BRCGS Higher Level, IFS Higher Level, SALSA, Sedex membership, and Vegan Society standard.

The business operates a B2B wholesale model, supplying products under both its own registered brands (Paninette®, Tasty Goodness®, Filo Delights®, Dinalicious) and retailer private labels to major UK grocery chains including Morrisons, Waitrose, ASDA, Sainsburys, Tesco, Costco, and Ocado. Distribution covers the UK primarily, with some European reach. The company supplements its retail distribution with a foodservice/hospitality segment serving hotels, restaurants, and caterers. Go-to-market relies on trade exhibitions (Food & Drink Expo at NEC Birmingham), organic social media presence, and earned media coverage. Revenue is not publicly disclosed.

Dina Foods has pursued steady product innovation over its 30+ year history, launching Paninette® in 2013, Filo Delights® in 2018, green pea falafel in 2019, and the Tasty Goodness® range in 2020. The company recently secured a nationwide listing with Ocado Retail (April 2026), marking its first major move into online-only grocery distribution across England and Wales. The company remains privately held with no disclosed funding rounds, operates with 11-50 employees, and is led by its founding family.

Name

Dina Foods

Legal name

Dina Foods Limited

Website

https://dinafoods.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Dina Foods Limited is a UK family-owned Mediterranean food manufacturer founded in 1992, producing artisan flatbreads (Paninette®, Tasty Goodness®), baklawa, and savoury products for major UK grocery retailers including Tesco, Sainsburys, Morrisons, Waitrose, ASDA, Costco, and Ocado.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale/B2B Food Retail: Dina Foods supplies flatbreads, confectionery and savoury products to major UK grocery retailers including Morrisons, Waitrose, ASDA, Sainsburys, Tesco, Costco and Ocado. Products sold under retailer private labels and under Dina Foods own brands like Paninette, Tasty Goodness, and Filo Delights.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Dina Foods manufactures artisan Mediterranean flatbreads (Paninette®, Tasty Goodness® Sourdough Toasty Pittas, pitta, naan, chapatti, lavash, khobez, demi pain), premium baklawa and filo-pastry confectionery (including Filo Delights® and Dinalicious Dates), and savory products (falafel). Operating from multiple manufacturing sites in Park Royal, London, the company uses traditional recipes and stone oven baking in modern, state-of-the-art facilities and supplies its products to leading UK grocery retailers and foodservice customers under both own-brand and private label.

Product overview

Dina Foods is a family-run bakery, confectionery and savoury production business that functions as a single unified product portfolio organized into three core categories: Bakery (Mediterranean flatbreads including signature sub-brands Paninette® and Tasty Goodness®, plus pitta, naan, chapatti, lavash, and khobez), Confectionery (traditional Baklawa, Filo Delights®, Nests, and Dinalicious Dates), and Savoury (falafel and other Mediterranean savory products). The company operates from Park Royal, London with multiple manufacturing sites producing artisan flatbreads baked in stone ovens using traditional recipes and modern state-of-the-art facilities. Products are supplied to major UK retailers including Morrisons, Waitrose, ASDA, Sainsbury's, Tesco, Costco, and Ocado.

Differentiator

Problem solved

Functional benefit

Brands

• Paninette®: Signature flatbread brand of Dina Foods, featuring versatile flatbread products including white, wholemeal, and large white variants.
• Tasty Goodness®
• Filo Delights®
• Dinalicious

Products and services

• Paninette® Signature flatbread brand and Dina Foods' most versatile creation. Available in white and wholemeal varieties in multiple sizes including 8" flow wrap, 12" large white, long-life, and frozen variants. Baked in stone ovens using traditional recipes, naturally low in salt with no additives or colouring.
• Tasty Goodness® Range Signature range of Mediterranean products designed for on-the-go consumption, including Sourdough Toasty Pittas and other convenience-focused items for modern consumer lifestyles.
• Filo Delights® Innovative and trend-setting extension to the Baklawa range featuring layers of thin filo pastry creatively shaped and filled with premium ingredients including cashew, mince meat, orange zest, almond, walnut, and ginger.
• Baklawa Premium traditional baklawa made with carefully selected ingredients, no artificial colourings or palm oil. Handcrafted with layers of paper-thin filo pastry around specially crushed selected nuts and ground spices enriched with syrup. Available in Snackpack (70g), Classic (200/250g), Luxury (250g), and Seasonal Assorted (350g-1kg) varieties. Dina Foods is the UK market leader in baklawa.
• Dinalicious Dates Range of Medjoul dates carefully harvested and selected, available as plain dates (with stone), chocolate-coated dates (milk, white or dark chocolate), and stuffed dates (walnut, marzipan and orange peel). Packed in accredited UK manufacturing facilities.
• Pitta Bread Traditional Mediterranean flatbread available in white and wholemeal varieties, including standard and mini sizes. Made using traditional recipes baked in stone ovens.
• Naan Bread Asian-inspired flatbreads including Golden Naan, Garlic Naan, Cocktail Naan (also available in garlic and coriander), and Chotta Naan.
• Chapatti Traditional flatbread available in white and wholemeal varieties, baked according to time-honoured recipes.
• Methi Thepla Indian-inspired flatbread with methi (fenugreek), available only in round shape.
• Lavash Mediterranean flatbread available in Village Lavash (20 inch) and standard Lavash (8 inch) sizes.
• Khobez Traditional Mediterranean flatbread included in the original product line since the company was established.
• Demi Pain Twin pack bread product, part of the fresh out of the oven range.
• Nests Confectionery nests available as Easter Nests and Nutty Nests for retail, and Savoury Plain Nest and Sweet Plain Nest for food service.
• Falafel Savory product line including green pea falafel launched in 2019.

Quantifiable outcome

• Established as UK market leaders in Baklawa after over 25 years of operations
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Ocado RetailcoreChannel Partner/ Reseller/ Distributor · 9 April 2026Dina Foods secured a nationwide listing with Ocado Retail in April 2026. Products including artisan flatbreads (Paninette® variants), Tasty Goodness Sourdough Toasty Pittas, and Handmade Classic Baklawa selection packs became available on Ocado.com from April 13th. The partnership extends distribution to customers across England and Wales, complementing existing physical retail presence.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bakkavor: Large UK-listed fresh prepared foods manufacturer supplying private label and own-brand bakery, Mediterranean, and dessert products to all major UK grocers. Overlaps with Dina on retailer channel, Mediterranean SKUs, and own-brand/private label model, but operates at vastly greater scale.
• 2 Sisters Food Group: One of the UK's largest food manufacturers with extensive private-label bakery, pizza, and ambient grocery supply into the same retail banners Dina serves. Comparable in business model (private-label plus own brand, UK retail channel) but far broader in category coverage.
• Warburtons: UK's leading branded bakery, family-owned, supplying bread, flatbread-style products, and wraps into the same Tesco/Sainsbury's/ASDA/Morrisons/Waitrose/Costco estate. Closely comparable on family ownership, bakery manufacturing, and UK grocery distribution, though far larger and focused on traditional bread.
• Mission Foods: World's largest tortilla and wrap manufacturer (GRUMA subsidiary), supplying wraps, flatbreads, and chips globally. Comparable on flatbread/wrap category and retail channel dynamics, though at vastly greater scale and broader geographic reach.

Direct peers

• Country Style Foods: UK-based private-label and branded bakery manufacturer producing flatbreads, wraps, and ambient baked goods for major retailers. Directly comparable in product category (flatbreads/wraps), business model (private label plus own brand), and customer base (UK grocers).
• Hala (Tazaki Foods): UK-based Middle Eastern/Mediterranean food brand owned by Tazaki Foods, producing flatbreads, hummus, dips and related lines into UK retailers. Closest direct competitor in terms of Mediterranean flatbread category and UK grocery channel overlap.
• Al'Fez: UK-owned Middle Eastern and Mediterranean food brand offering flatbreads, couscous, tahini, and meal kits through UK grocers. Comparable on category (Mediterranean flatbreads and accompaniments), consumer positioning, and retail channel.
• Fudco: UK-based specialist supplier of ethnic and Mediterranean ambient foods (rice, lentils, sauces, snacks, confectionery) into independent and multiple grocers. Comparable niche positioning in Mediterranean/ethnic ambient foods and UK retail distribution.
• Honeytop Specialty Foods: UK-based specialty flatbread and naan manufacturer supplying Tesco, Sainsbury's, ASDA and other UK grocers. Closely comparable in flatbread category (naan, pita, wraps), private-label-plus-own-brand model, and UK grocery customer base.

Regional players

• Güllüoğlu (Karaköy Güllüoğlu): Iconic Turkish baklava manufacturer and global brand exporting premium baklava worldwide. Closest comparable in baklawa category specifically; provides the international benchmark Dina competes against in UK baklava listings, though primarily Turkey-based.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dinafoods
• Facebookfacebook.com/dinafoodsltd
• LinkedInlinkedin.com/company/dina-foods-limited
• Instagraminstagram.com/dinafoods

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Dina Foods