National Food Industries

What National Food Industries does

National Food Industries (NFI) is a Dubai-based snack food manufacturer founded in 1977, operating through two legal entities: National Food Industries LLC and NFI Middle East FZCO. The company produces potato chips, corn curls, potato pellets, and corn tortilla chips across more than 40 varieties, marketed under a portfolio of legacy brands including Mr Krisps, Emirates Pofaki, Bakeman's, Sindbad, Doodles, and Mr Pofak, plus newer premium and better-for-you lines such as Kettle Krisps, Signature Krisps, and the high-protein Pro Krisps (13g protein per 100g serving). Core manufacturing relies on kettle-cooking, oven-baking, and extrusion processes, with operations aligned to FSMS 2200:2018 and Codex Alimentarius food safety standards.

NFI monetizes through three streams: branded retail distribution to major UAE supermarket chains and GCC wholesale partners, direct-to-consumer sales via the nfidubai.com e-commerce storefront with WhatsApp and toll-free ordering (800-KRISPS, minimum order AED 50), and private label / OEM manufacturing services covering custom recipe development, packaging, and logistics for third-party brands. Products are priced in AED across multiple pack formats from 12g single-serve pouches up to 80-pouch cartons, with the premium segment reaching AED 124 per pack. The customer base spans individual consumers across the UAE and GCC, retail and supermarket partners, and private label clients, with the Dubai location functioning as a logistical hub for regional distribution.

Name

National Food Industries

Legal name

National Food Industries LLC

Website

https://nfidubai.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

National Food Industries is a Dubai-based snack manufacturer founded in 1977 producing branded potato chips, corn curls, pellets, and tortilla chips across 40+ SKUs. It serves UAE and GCC retail, wholesale, DTC e-commerce, and private label clients through FZCO-anchored manufacturing operations.

Ownership category

akta.pro rank

Product category

Snack Food Manufacturing

NAICS

Snack Food Manufacturing (31191), Tortilla Manufacturing (31183), Other Snack Food Manufacturing (311919), Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Potato & Vegetable Chips Manufacturing (AFAKAIAA)

akta.pro secondary industries

Tortilla & Corn Chips Manufacturing (AFAKAIAB), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

Keywords

• Snack food manufacturing
• Potato chips production
• Corn based snacks
• Private label manufacturing
• Kettle cooked chips

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C E-commerce Sales: Direct-to-consumer product sales through the company's e-commerce website nfidubai.com, enabling end consumers to purchase branded snacks at listed retail prices with home delivery across the UAE.
2. Retail Distribution: Supply of branded snack products (Mr Krisps, Emirates Pofaki, Bakeman's, Sindbad, Doodles, Mr Pofak) to major UAE retail chains and stores.
3. Private Label Manufacturing: Custom snack development and manufacturing services for third-party brands seeking private label products, including recipe formulation, packaging design, production, and distribution logistics.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

National Food Industries manufactures and sells branded salty and extruded snacks including potato chips, corn curls, potato pellets, and corn tortilla chips under multiple sub-brands (Mr Krisps, Emirates Pofaki, Bakeman's, Sindbad, Doodles, Mr Pofak, Kettle Krisps, Pro Krisps, Signature Krisps). The company also provides end-to-end private label snack manufacturing services, including recipe development, packaging design, production, quality control, and logistics for third-party brands.

Product overview

National Food Industries (NFI) is a leading snack foods manufacturer in the Middle East, operating since 1977. The company offers a diverse portfolio of branded snack products organized under multiple sub-brands: Mr. Krisps (covering Real Potato Chips, Kettle Chips, Signature Krisps, Pellets/Twists & Rings, Corn Based products, Kettle Cooked Potato Sticks, Tortilla Chips, Salad Chips, and Classic Mix party packs), Emirates Pofaki and Mr. Pofak (corn curls), Sindbad (pellet-based snacks), Bakeman's (potato chips), and Pro Krisps (high-protein snacks). The product range includes potato chips, corn-based snacks, tortilla chips, and extruded snacks in various flavors. The company also offers private labelling services for brands seeking customized snack solutions, along with e-commerce direct-to-consumer sales through their Dubai-based online platform.

Differentiator

Problem solved

Functional benefit

Brands

• Mr Krisps: Flagship brand for potato chips, corn curls, and various snack products - one of the legacy brands in UAE and GCC
• Emirates Pofaki
• Mr Pofak
• Doodles
• Bakeman's
• Sindbad
• Kettle Krisps
• Pro Krisps
• Signature Krisps

Products and services

• Mr. Krisps Real Potato Chips Potato chips made from potatoes sourced from Europe, available in Natural, Curry, Pizza, and Tomato flavors under the Mr. Krisps brand for retail and consumer snack occasions.
• Mr. Krisps Kettle Chips Kettle-cooked potato chips made from carefully graded, farm-fresh potatoes in Seasalt & Crushed Peppercorns, Hot Jalapeno & Red Chillies, and Truffle varieties.
• Signature Krisps Premium kettle-cooked real potato chips with exotic flavors including Seasalt & Balsamic Vinegar and Sriracha & Chilli Lime.
• Mr. Krisps Pellets (Twists & Rings) Snacks made from potato-based pellets in Ring and Twist shapes, available in Natural, Tomato, and Jalapeno flavors.
• Mr. Krisps Corn Based (Cheese Balls & Cheezos) Cheese-coated corn ball snacks, including Cheez Balls (classic cheese) and Cheezos Spicy Hot variants.
• Mr. Krisps Doodles Cheese-coated crispy corn twisters under the Mr. Krisps Doodles brand, available in Cheese and Spicy Cheese variants.
• Mr. Krisps Kettle Cooked Potato Sticks Kettle-cooked potato sticks made from carefully graded farm-fresh potatoes, available in Curry, Lightly Salted, and Tomato Ketchup flavors.
• Mr. Krisps Tortilla Chips Corn tortilla chips with pizza flavor, made from selected quality corn and processed in vegetable oil.
• Mr. Krisps Salad Chips Potato-based pellet chips with curry flavor, positioned as a healthy vegetable-based snack.
• Emirates Pofaki Cheese-coated crispy corn curls available in Cheese and Spicy Cheese variants, positioned as a legacy brand across the UAE and GCC.
• Mr. Pofak Oven-baked crispy corn curls with spice and cheese blend, made from corn meal, rice, and cheese seasonings.
• Sindbad Chips Potato-based pellet snacks with curry flavor, marketed as popular with children and adults for their unique design and taste.
• Bakeman's Chips Potato chips made from carefully graded farm-fresh potatoes, sliced very fine and available in Natural, Curry, Tomato Ketchup, Pizza, Cheez Balls, and Sour Cream & Onion flavors.
• Pro Krisps High-protein oven-baked cheddar cheese flavor snack with 13g of protein per 100g serving, positioned as a healthier snacking option.
• Mr. Krisps Classic Mix Party-size snack mix containing 11 flavors combining Emirates Pofaki, Mr. Krisps Cheeseballs, Cheezos, Salad Chips, Potato Sticks, and various chip flavors.
• Private Label Snack Manufacturing Custom snack manufacturing service covering recipe development, packaging design, manufacturing with state-of-the-art equipment, quality control testing, and logistics distribution for third-party brands seeking their own private label snack lines.

Quantifiable outcome

• Kettle cooking process produces chips with up to 30% less oil compared to traditional frying methods
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Top UAE Retail BrandscoreChannel Partner/ Reseller/ DistributorNFI has established partnerships with leading retail brands and supermarket chains across the UAE to distribute its snack products including Mr Krisps, Emirates Pofaki, Bakeman's, Sindbad, and Doodles brands through physical retail store locations.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kellanova (Pringles): Global owner of Pringles and other snacks. Competes with NFI in the processed-potato/crisps category across GCC and brings a global brand-building playbook to the region.
• Mondelez International: Global snacks conglomerate with biscuit and savory brands distributed across MENA. Indirect competitor for salty-snack share-of-throat and shelf space, with broader portfolio diversification than NFI.
• Haldiram's: India's largest ethnic snacks and namkeen manufacturer with growing international footprint including MENA. Overlaps with NFI on extruded and savory snack categories and shares a multi-brand private-label-friendly manufacturing model.
• Americana Group: Large MENA food operator with diversified packaged food portfolio and GCC-wide distribution. Comparable in scale and regional reach to NFI, though broader in food categories (dairy, frozen, oils) beyond salty snacks.
• PepsiCo (Frito-Lay MENA): Global snacks leader operating Lay's, Doritos, Cheetos and Ruffles across the Middle East. Competes with NFI on UAE/GCC supermarket shelves with vastly larger marketing and trade spend, but as part of a much broader portfolio.

Direct peers

• Lorenz Snack-World: Germany-based private snack manufacturer producing potato chips, pretzels, and extruded savory snacks. Comparable as a privately held, multi-format snack producer with strong private-label and branded business across multiple regions.
• Britannia Industries: Large Indian packaged-snacks and bakery company with GCC distribution. Comparable as a multi-brand, multi-category snacks manufacturer focused on biscuits, wafers and savory snacks sold across South Asian diaspora and emerging markets.
• Calbee: Japan-headquartered snacks manufacturer specialising in potato-based snacks (e.g., Jagabee, Kappa Ebisen). Comparable product mix (potato snacks, extruded corn snacks) and category innovation approach, though operating primarily in Asia.
• Hunter Foods: UAE-based snack food manufacturer producing potato chips, popcorn, and extruded snacks under brands like Hunter's. Closest direct peer given shared UAE domicile, overlapping product mix (potato chips, corn-based snacks), and GCC retail distribution model.

Regional players

• Bayara: UAE-based food company producing nuts, seeds, dried fruits and snack products across MENA. Adjacent peer with similar regional manufacturing base and GCC distribution footprint, though focused more on healthy/dried snacks than chips.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mrkrispsarabia
• LinkedInlinkedin.com/company/nationalfoodindustries
• Instagraminstagram.com/mrkrispsarabia
• Pinterestpin.it/5FPW5AY82

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 National Food Industries