Hachem Industry and Trading Group

What Hachem Industry and Trading Group does

HINTRAG (Hachem Industry and Trading Group) is a privately held Lebanese food manufacturer founded in 2007 and headquartered in Zouk Mosbeh, Kesserwan. The company develops, produces, and distributes shelf-stable powder-based desserts, instant drinks, and baking/cooking ingredients under its primary Aruba brand, with a secondary Robin brand targeted at children's nutrition. The portfolio spans 17+ categories — including powder custards, jellies, ice cream mixes, hot chocolate, whipping cream, tarts, cakes, cookies, brownies, pancakes, donuts, crepes, instant drinks, ice tea, and baking ingredients — most of which require only the addition of water or milk for preparation and carry 1.5-2 year shelf lives.

The company holds ISO 22000, ISO 22005, and FSSC 22000 food-safety certifications and operates a single manufacturing facility in Lebanon with 51-100 employees. Revenue is generated through three concurrent streams: consumer packaged goods sold via retail and the aruba.suppy.app e-commerce storefront; B2B supply to bakeries, restaurants, and catering operators; and wholesale distribution through a distributor network covering 24+ countries across GCC, Levant, Europe, the Americas, Australia, and Africa. Distribution expansion is actively pursued through annual participation in SIAL (Paris), ANUGA (Germany), and Gulfood (Dubai) trade shows. Sugar-free, light, and 'no artificial colors' variants are layered across multiple categories to address health-conscious consumers. The business is family-owned, with key managing owners including Samer Hache (Managing partner at Hintrag s.a.r.l.), Nehmen Al-Hachem, and Samer Al-Hachem.

Name

Hachem Industry and Trading Group

Legal name

HINTRAG (Hachem Industry and Trading Group)

Website

https://hintrag.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Powdered Desserts, Drinks and Baking Ingredients

NAICS

Food Manufacturing (311), Cookie and Cracker Manufacturing (311821), Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Bakery Products (2050)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Powdered Beverage Bases & Concentrates (instant drink mixes, soluble concentrates) (AFAFAGAI), Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF), Powdered & Instant Beverage Mix Manufacturing (Drink Mixes) (AFAFABAL)

Keywords

• Powdered food mixes
• Instant dessert mixes
• Baking ingredients
• Food manufacturing
• Consumer packaged goods

Headquarters

HQ city

Beirut

HQ country

Lebanon

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: HINTRAG generates revenue through sales of Aruba-branded powder desserts, instant drinks, and baking ingredients to consumers via retail channels and direct online sales. Products are sold in various sizes and packaging formats including sachets, tins, cartons, and pouches.
2. Food Service / B2B Sales: The company supplies products to the food service industry including bakeries, restaurants, and catering operations. The Aruba brand is positioned for both retail sale and food service use, with products designed for commercial-scale preparation.
3. Distributor/Wholesale Distribution: HINTRAG distributes through a network of distributors across 24+ countries on all 5 continents. The company actively seeks expansion in new markets worldwide and participates in international trade shows to recruit distributors.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

HINTRAG manufactures and markets powder-based food products under its flagship Aruba brand, including instant dessert mixes (custard, jelly, creme caramel, creme patissiere, ice cream, tiramisu), instant powder drinks (orange, ice tea, hot chocolate), and baking mixes/ingredients (cakes, brownies, cookies, crepes, donuts, pancakes, waffles, tarts, vanillin, baking powder, corn flour, baker's yeast). Products are designed for easy home preparation — typically requiring only the addition of water or milk — and are sold to retail consumers and food service operators across more than 24 countries.

Product overview

HINTRAG (Hachem Industry and Trading Group) operates as a food manufacturing company centered on making a difference since 2007, promoting a wide variety of high quality powder desserts, instant powder drinks and baking/cooking ingredients for retail sale and food service industry. The company's primary brand is Aruba, which offers a comprehensive portfolio of products organized into distinct categories: powder desserts (jelly, custard, creme caramel, creme patissiere), baking mixes (tarts, cakes, cookies, brownies, crepes, donuts, pancakes, waffles, tiramisu), ice cream mixes (regular and sugar-free variants in chocolate, vanilla, strawberry flavors), hot beverages (hot chocolate in dark, milk, mocha, white variants in 3in1 and light formats, tea latte), instant powder drinks (fruit flavors including orange, mango, pineapple, tropical, lemon, rose, apricot, guava, strawberry, strawberry banana, berries), whipping creams (vanilla, chocolate, strawberry flavors in regular and light versions), ice teas (lemon and peach in regular and sugar-free), and baking ingredients (vanillin, baking powder, corn flour, baker's yeast). The Aruba brand is positioned as a leader in the Lebanese market and exports to over 24 countries across all 5 continents. The products are designed for easy preparation by consumers, with most items requiring only the addition of water or milk.

Differentiator

Problem solved

Functional benefit

Brands

• Aruba: Primary consumer brand for powder desserts, instant powder drinks, and baking/cooking ingredients marketed for retail sale and food service industry.
• Robin

Products and services

• Aruba Whipping Cream Whipped cream topping powders in multiple flavors (Strawberry, Chocolate, Vanilla, Vanilla Light) used as toppings for cakes, ice cream, and fruits; targeted at home consumers and food service dessert preparation.
• Aruba Tart Mixes Easy-to-prepare tart mixes in Chocolate, Vanilla, Kashta, and Chocolate Banana flavors with pre-packaged cream and dough that requires no cooking of the cream filling; targeted at home bakers and food service dessert preparation.
• Aruba Jelly Powder Instant jelly dessert powders in fruit flavors such as Strawberry and Banana, with regular, sugar-free, and vegetarian variants; targeted at families and consumers seeking easy-to-prepare summer desserts.
• Aruba Creme Patissiere Easy-to-prepare patisserie cream in Vanilla and Chocolate flavors requiring no bake time, with rich creamy texture for filling cream puffs, eclairs, and pies; targeted at home bakers and professional pastry chefs.
• Aruba Creme Caramel Traditional French creme caramel dessert mix with topping included in the pack, formulated without artificial colors; sold in 80g packs for home and food service dessert preparation.
• Aruba Lazy Cake Mix All-in-one ready-mix cake that requires adding a few simple ingredients to prepare a homemade dessert at home.
• Aruba Brownie Mixes Easy-recipe brownie mixes including Fudge Brownie, Marbled Brownie (brownie and cookie fusion), and Chocolate Chips Brownie variants for baking at home; targeted at families and home bakers.
• Aruba Cookies Mix Chocolate chip cookies mixes for baking at home in Chocolate and Vanilla variants, formulated free of artificial colors; targeted at families and home bakers.
• Aruba Crepe Mix Crepe mix for making homemade crepes; positioned for breakfast or snack occasions.
• Aruba Donuts Mix Donut mixes in regular and Chocolate flavors for making homemade donuts; positioned for breakfast or snack occasions.
• Aruba Pancake & Waffle Mix Pancake and waffle mixes in regular and Chocolate flavors for making pancakes and waffles at home; positioned for breakfast occasions.
• Aruba Tiramisu Mix Tiramisu dessert mix packaged in a convenient format for preparing tiramisu at home.
• Aruba Ice Cream Mix Instant ice cream mixes in Chocolate, Vanilla, Strawberry, and Sugar-Free Chocolate variants that are simple and easy to prepare at home; targeted at families and diet-conscious consumers.
• Aruba Ice Tea Powder Instant ice tea powders made from natural black tea extract in Lemon and Peach flavors, free from colorant agents, available in regular and sugar-free sachets; targeted at consumers seeking fresh and healthy summer beverages.
• Aruba Hot Chocolate & Tea Latte Instant hot chocolate powders in Dark, Milk, Mocha, and White variants available in 3in1 and Light formats, plus tea latte options; sold across Lebanon and over 30 other countries for at-home chocolate beverage preparation.
• Aruba Instant Powder Drinks Instant powder drinks in Orange and other fruit flavors including mango, pineapple, tropical, lemon, rose, apricot, guava, strawberry, strawberry banana, and berries, sold in multiple sizes (30g sachets, 500g, 750g, 900g, tins) with sugar-free variants; targeted at home consumers and food service beverage preparation.
• Robin Chocolate Drink Chocolate drink under the Robin sub-brand, enriched with more than 10 vitamins and minerals to support child growth and development; can be served hot or cold, with or without milk.
• Aruba Vanillin Sugar Sugar vanillin product in 28.35g packs and 3x5g sachets for sprinkling on baked goods to add vanilla flavor before baking.
• Aruba Cooking Essentials Cooking essentials line including Baker's Yeast, Corn Flour, Baking Powder, and other cooking ingredients sold under the Aruba brand for retail and food service baking applications.
• Aruba Cocoa Powder Cocoa powder sold under the Aruba brand for baking applications and chocolate beverage preparation.
• Aruba Cake Mix Cake mixes in Normal, Sugar Free, and English Cake variants under the Aruba brand for baking homemade cakes.
• Aruba Orientals Dessert Mix Oriental-style dessert mixes in Diet, Normal, and Tin formats under the Aruba Orientals line, targeted at consumers seeking traditional Middle Eastern sweet flavors.
• Private Label Manufacturing Private label and OEM manufacturing service in which HINTRAG produces powder-based desserts, drinks, and baking products under third-party brands, leveraging its existing powder formulation and production capabilities.

Quantifiable outcome

• Products available in 24+ countries across 5 continents
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• International Distributor NetworkcoreChannel Partner/ Reseller/ DistributorARUBA products are distributed through a network of distributors across 24+ countries on all 5 continents including GCC, Levant, Europe, America, Australia, and Africa. The company actively recruits distributors through trade show participation and a dedicated 'Become a Distributor' application process.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Tanmiah Food Company: Saudi-listed food producer with broad packaged-food and protein categories distributed across the Middle East. Useful regional comparison for HINTRAG's GCC distributor-led model and for benchmarking category expansion and brand-building cost in the MENA region.
• Halwani Bros Co. Saudi Arabian packaged-foods manufacturer with a regional Middle East distribution footprint similar in profile to HINTRAG's GCC/Levant presence. Comparable in scale and category breadth, making it a strong regional benchmark for HINTRAG's MENA growth ambitions.

Direct peers

• House Foods Group Inc. Japanese food manufacturer with strong positions in dessert mixes, curry roux, and beverage products. Its dessert-mix and baking-adjacent product lines overlap directly with HINTRAG's custard, jelly, and baking-mix categories.
• Continental Mills (Krusteaz): US-based specialty food company best known for Krusteaz pancake, waffle, and baking mixes. Its product mix in pancake/waffle, brownie, and cookie mixes is highly comparable to HINTRAG's corresponding Aruba SKUs, and it serves both retail and food service channels.
• Morinaga & Co., Ltd. Japanese food company with a portfolio of jelly, pudding, caramel, ice cream, and drink mix products that closely mirror HINTRAG's dessert and instant-drink mix categories. Both companies compete in the same powder-based convenience dessert/drink format with multi-country distribution.
• Saraya Co., Ltd. Japanese company with a significant powder-jelly and dessert business. Competes with HINTRAG in the instant jelly and powdered-dessert sub-category and shares a similar mid-sized, multi-country distribution model.
• Dr. August Oetker KG: German family-owned food manufacturer with a directly comparable product portfolio spanning baking mixes, pudding/dessert powders, cake mixes, and baking ingredients. Operates globally under brands like Dr. Oetker and RUF, and is one of the closest like-for-like comparables for HINTRAG's Aruba range.

Broad incumbents

• Betty Crocker (General Mills): General Mills' flagship home-baking brand and one of the largest CPG dessert/baking-mix portfolios in the world. While vastly larger than HINTRAG, Betty Crocker competes in the same cake-mix, brownie-mix, and frosting/dessert aisles that Aruba targets internationally.
• Mondelez International: Global snacks and confectionery major with a broad powder-beverage and baking-adjacent portfolio (including former Kraft Baking and Cadbury hot chocolate). Competes for the same modern-trade shelf space and food-service accounts HINTRAG targets through its distributor network.
• Nestlé S.A. World's largest food and beverage company. Its Nesquik, Milo, and other chocolate/beverage powder brands directly compete with Aruba's hot chocolate and instant drink SKUs, and Nestlé's global distribution footprint is the benchmark HINTRAG is attempting to match.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCEQvZKseWo0odpBtxt0wPlQ/videos
• Facebookfacebook.com/arubaproducts
• Instagraminstagram.com/arubaproducts
• LinkedInlinkedin.com/company/hintrag

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Hachem Industry and Trading Group