Safilait

What Safilait does

Safilait is a Moroccan dairy processor founded in 2006 in the Beni Mellal region by Moroccan founders who adopted a vertically integrated farm-to-table model. The company controls the full dairy value chain — from animal-feed production and on-site dairy farming (Tarmast farm) through UHT milk sterilization and natural fermentation — and manufactures a broad portfolio of dairy products under the Jibal consumer brand, including pasteurized and UHT milk, spoonable and drinkable yoghurts, traditional Moroccan fermented specialties (Raib, Raibi, Lben, Jben, Kefir), cheese (Edam, Mozzarella, processed), butter, cream, fresh cheese (Puralty), flavored milk (Smarty), light products (Svelty), and a small juice/drink line (SunJus, Fortuna). It also extends into adjacent categories such as milk powders (Milk Up) and juice drinks, with milk desserts described as the most dynamically growing category.

Safilait sits among the top three dairy operators in Morocco, employing approximately 1,500 staff, distributing through a direct traditional-trade sales force covering more than a dozen Moroccan cities, and maintaining a dedicated export function for international sales. The company is headquartered in Casablanca (Casablanca Nearshore Park, Shore 10) and operates production in the Beni Mellal region. Its go-to-market is sales-led, with regional sales managers holding direct relationships with SMB retailers and small shops; pricing is not publicly disclosed and is determined via direct contact with regional sales teams.

Ownership moved from the original Moroccan founders to Bel Group in 2015 (which developed the Jibal brand) and then to Polmlek Group, Poland's largest dairy operator with 14 production units and exports to 91 countries, which took exclusive control in December 2022. The 2022 transition places Safilait within a multinational dairy platform with stated international ambitions to strengthen Safilait as a major dairy player in Morocco and to leverage cross-border dairy expertise.

Name

Safilait

Legal name

SAFILAIT

Website

https://jibal.ma

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Safilait is a Moroccan dairy processor founded in 2006, ranked among the country's top three dairy operators, producing milk, yoghurts, cheese, butter, cream, and juices under the Jibal brand for Moroccan mass-market consumers via traditional trade.

Ownership category

akta.pro rank

Product category

Dairy Products

NAICS

Dairy Product (except Frozen) Manufacturing (31151), Cheese Manufacturing (311513), Dry, Condensed, and Evaporated Dairy Product Manufacturing (311514), Food Manufacturing (311)

SIC

Dairy Products (2020)

akta.pro primary industry

Yogurt & Cultured Dairy (Yogurt, Kefir, Sour Cream, Cottage Cheese) (CRADACAB)

akta.pro secondary industries

Cheese Manufacturing (AFAKAKAB), Drinkable Yogurt & Kefir Manufacturing (AFAHADAC), Dairy Spreads, Dips & Cream Cheese Manufacturing (AFAKAKAL)

Keywords

• Dairy products
• Milk processing
• Fermented dairy
• Cheese production
• Juice beverages

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices2 records

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. Dairy Product Sales: Safilait generates revenue primarily from manufacturing and selling a wide range of dairy products including milk (fresh, UHT, powdered, flavored), fermented milk, cheese, butter, cream, and fresh cheese.
2. Juice and Beverage Sales: The company has expanded its product portfolio to include juices, nectars, and drinks, providing an additional revenue stream.
3. Milk Dessert Sales: Milk desserts represent the most dynamically growing product category for Safilait, contributing to revenue growth.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Safilait manufactures and sells a wide range of dairy products under the Jibal brand in Morocco, including fresh, UHT and powdered milk, yogurts, fermented dairy specialties (raib, lben, jben, kefir), cheese (Edam, Mozzarella, processed), butter, cream, fresh cheese, and flavored milk drinks. The company has also expanded into juices, nectars, and drinks under the SunJus brand, distributing nationwide through traditional trade and regional sales managers.

Product overview

Safilait is a Moroccan dairy company founded in 2006, operating under the Jibal brand, offering a comprehensive portfolio of dairy products and beverages. The product range includes milk (pasteurized, UHT, powdered, flavored), yoghurts (spoonable and drinkable formats under brands like Jibal, KENZY, Smarty, Svelty, Greek), fermented dairy products (Raib, Raibi, Lben, Jben, Kefir), cheese (Edam, Mozzarella, processed cheese), butter, cream, and fresh cheese (Puralty line). The company also offers juice products including nectars and drinks under the SunJus brand. Products range from traditional Moroccan dairy specialties to modern functional products enriched with vitamins and minerals. The company operates as part of the Polmlek Group (Polish dairy group) following acquisition in December 2022.

Differentiator

Problem solved

Functional benefit

Brands

• Jibal: Primary consumer brand for dairy products including milk, yoghurt, cheese, butter, and fresh dairy products sold in Morocco.
• Smarty
• Svelty
• Costo
• KENZY
• Puralty
• Milk up
• SunJus

Products and services

• Jibal UHT Whole Milk UHT sterilized whole milk sold to Moroccan consumers in 0.5L and 1L formats.
• Jibal UHT Semi-Skimmed Milk UHT sterilized semi-skimmed milk for Moroccan consumers.
• Jibal Fresh Semi-Skimmed Milk Fresh pasteurized semi-skimmed milk in bag and carton formats.
• Svelty 0% UHT Skimmed Milk UHT skimmed milk with 0% fat, natural milk taste, source of protein and calcium, 1L packaging.
• Milk Up Whole Milk Powder Concentrated whole milk powder with 20% protein content, for beverages, baking, and cooking, 50g packaging.
• Jibal Spoonable Yogurt Jibal spoonable yogurt line available in Banana, Vanilla, Mango, Natural, Peach & Aloe Vera, and Red Fruits & Granola flavors.
• Jibal Drinkable Yogurt Jibal drinkable yogurt in pouch and bottle formats, available in Strawberry, Tropical, Avocado-Almond, Mango, Panaché, and Aloe Vera-Muesli flavors.
• Jibal KENZY Yogurt Premium stirred yogurt under the KENZY sub-brand in Vanilla and Strawberry flavors.
• Jibal Smarty Spoonable Yogurt Smarty sub-brand spoonable yogurt in Strawberry, Vanilla, and Tutti Frutti flavors, 60g packaging.
• Jibal Smarty Drinking Yogurt Smarty sub-brand drinkable yogurt in pouch format with Strawberry, Vanilla, and Tutti Frutti flavors, 165g packaging.
• Jibal Greek Yogurt Greek-style yogurt with Muesli, Passion Fruit & Lychee Coulis, and Blackberry & Blueberry Coulis variants.
• Jibal Costo Strawberry Yogurt Premium Costo sub-brand light fermented dairy yogurt with strawberry flavor, 0.5% fat, source of calcium, 430g packaging.
• Jibal Costo Avocado & Almond Yogurt Premium Costo sub-brand light fermented dairy yogurt with avocado and almond flavor, low fat content.
• Jibal Svelty 0% Natural Yogurt Fat-free natural spoonable yogurt under the Svelty sub-brand, 0% fat content.
• Jibal Svelty 0% Yogurt with Cereals Fat-free spoonable yogurt with cereals under the Svelty sub-brand, 0% fat content.
• Smarty Strawberry Flavored Milk Smarty sub-brand flavored UHT milk drink with strawberry flavor, enriched with vitamins B, C, and E, 200ml packaging.
• Smarty Chocolate Flavored Milk Smarty sub-brand flavored UHT milk drink with rich cocoa flavor, enriched with vitamins.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bel Group: French multinational cheese and dairy snacks company (Laughing Cow, Babybel, Kiri, Leerdammer). Former controlling shareholder of Safilait (2015–2022) and still active in Morocco through The Laughing Cow and other brands — a comparable branded dairy manufacturer with global distribution.
• Lactalis: World's largest dairy group, owner of brands like Président, Galbani, and Bridel, with growing MENA presence through cheese, butter, and milk. Comparable as a large-scale, vertically integrated dairy manufacturer operating in similar product categories.
• Polmlek Group: Poland's largest dairy company and the parent/owner of Safilait, operating 14 production units, 4,000 employees, and exports to 91 countries. Directly comparable in manufacturing scope, product portfolio, and category expertise, and is the strategic vehicle for Safilait's future expansion.
• Yoplait (General Mills/Sodiaal): Global yogurt and fermented dairy brand present in MENA. Closely comparable to Safilait's yogurt, drinking yogurt, and functional dairy offerings (Jibal, Smarty, KENZY, Greek sub-brands).
• Danone (Morocco/Global): Global dairy and plant-based nutrition leader, parent of Centrale Danone. Comparable as a global dairy manufacturer with significant Morocco/MENA exposure and overlapping product categories (yogurts, fermented dairy, milk).
• Candia (Sodiaal): French dairy brand owned by Sodiaal, one of Europe's largest dairy cooperatives, producing UHT and flavored milk widely distributed in France and exported to North Africa. Comparable to Safilait's milk and flavored beverage lines (e.g., Smarty).
• Nestlé Morocco: Multinational FMCG giant with a substantial Morocco presence across dairy (NIDO milk powder, yogurts), beverages, and nutrition. Overlaps with Safilait in UHT milk, milk powder (Milk Up), and value-added dairy categories.

Direct peers

• Colainvest (Jaouda): Moroccan dairy company producing milk, yogurts, cheeses, butter, and juices under the Jaouda brand. Like Safilait, it is a national-scale local dairy brand competing head-to-head in Moroccan retail and traditional trade.
• Centrale Danone: Morocco's largest dairy operator, majority-owned by Danone, producing fresh milk, UHT milk, yogurts, cheeses, and juices under brands like Danone, Activia, and Danette. Directly competes with Safilait/Jibal on shelf, distribution, and product across the same Moroccan consumer base.
• Copag (Atlas Dairy): Moroccan dairy cooperative producing pasteurized and UHT milk, cheese, butter, and yogurts under the Atlas brand. A direct domestic competitor in the Moroccan dairy market, comparable in product mix and distribution model to Safilait.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/jibal-laitiere

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 Safilait