Luna

What Luna does

Luna is the consumer brand of National Food Industries Company (NFIC), a privately-held integrated food manufacturer established in 1993 and headquartered in the Industrial Area, Phase 5 of Jeddah, Saudi Arabia. The company processes and packages a broad portfolio of shelf-stable and dairy products organized into four categories: Dairy Products (evaporated milk, sterilized cream, milk powder, cream cheese spread, sweetened condensed milk, UHT milk, cheddar cheese, iced coffee, and flavoured milk), Foul and Beans (green peas, chick peas, baked beans, white beans, chana dal, and multiple foul medames variants), Tomato Paste (plain paste and Koshna-spiced sauce), and Other Products (whole kernel corn and glass-jarred chick peas). Manufacturing relies on conventional food processing capabilities including thermal sterilization, UHT treatment, canning, and multi-format packaging (canned, tetra pack, glass jar, pouch).

The company self-positions as one of the largest integrated food manufacturing companies in the Middle East, with a workforce in the 1,001-5,000 band and continuous operation since 1993. Distribution is split between domestic retail and wholesale channels across Saudi Arabia and international export operations to worldwide markets. Marketing is conducted through the luna.com.sa corporate website (Arabic and English), Facebook, YouTube, and Instagram, supplemented by recipe-based content marketing that ties products to specific use occasions such as chicken curry, salads, and desserts.

The revenue model is straightforward sale of consumer packaged food products, with pricing not publicly disclosed and distribution handled through traditional retail and wholesale intermediaries rather than direct contracts. Customer segmentation is horizontal, targeting the general consumer market for everyday household consumption in Saudi Arabia and the broader Middle East. There is no disclosed venture capital or private equity investment, no recent M&A activity, and no announced leadership changes in the available source material; ownership structure beyond the NFIC corporate entity is not detailed.

Name

Luna

Legal name

National Food Industries Company (NFIC)

Website

https://luna.com.sa

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Luna is the consumer food brand of National Food Industries Company (NFIC), a Saudi Arabian integrated food manufacturer established in 1993 in Jeddah. It processes and packages dairy, foul and beans, tomato paste, and canned goods for retail and wholesale distribution across Saudi Arabia and worldwide export markets.

Ownership category

akta.pro rank

Product category

Packaged Food Manufacturing

NAICS

Food Manufacturing (311), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114), Fruit and Vegetable Canning (311421)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Dairy Products (2020), Food And Kindred Products (2000)

akta.pro primary industry

Canned Beans, Legumes & Pulses Manufacturing (AFAKACAC)

akta.pro secondary industry

Canned & Jarred Fruit & Vegetable Processing (Canning, Bottling) (AFAKAFAH)

Keywords

• Packaged food products
• Dairy processing
• Canned food manufacturing
• Consumer food brands
• Tomato paste production

Headquarters

HQ city

Jeddah

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Food Products Sales: Luna generates revenue through the manufacture and sale of consumer packaged food products including dairy products (evaporated milk, sterilized cream, milk powder, cream cheese spread, sweetened condensed milk, UHT milk, cheddar cheese, iced coffee, flavoured milk), foul and beans products, tomato paste, and other food products. Products are sold through retail stores and wholesale distribution channels in Saudi Arabia and exported worldwide.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Luna processes and packages a wide variety of consumer canned and packaged food products, including dairy items (evaporated milk, sterilized cream, UHT milk, milk powder, cream cheese spread, sweetened condensed milk, cheddar cheese, iced coffee, flavoured milk), foul and beans (green peas, foul medames, chick peas, baked beans, white beans, chana dal), tomato paste and tomato sauce, and other products such as whole kernel corn. Products are manufactured in Jeddah, Saudi Arabia, and sold through retail and wholesale distribution channels domestically and abroad.

Product overview

Luna is a consumer food products brand under National Food Industries Company (NFIC), a Saudi Arabian food manufacturing company established in 1993 in Jeddah. The product portfolio is organized into four main categories: Dairy Products (evaporated milk, sterilized cream, milk powder, cream cheese spread, sweetened condensed milk, UHT milk, cheddar cheese, iced coffee, and flavoured milk); Foul & Beans (green peas, chick peas, baked beans, white beans, chana dal, and multiple foul medames variants with regional spice blends); Tomato Paste (tomato paste and tomato sauce with Koshna spices in various sizes); and Other Products (whole kernel corn and chick peas in glass jars). The portfolio spans canned, tetra pack, glass jar, and pouch formats with a focus on both the Saudi domestic market and international export markets.

Differentiator

Problem solved

Functional benefit

Brands

• Luna: Food products brand specializing in dairy products, foul & beans, tomato paste, and other food products

Products and services

• Luna Full Cream Evaporated Milk

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Americana Group: MENA-region packaged food manufacturer with frozen and processed foods, including canned and dairy-adjacent product lines. Comparable as a regional multi-category food manufacturer serving similar Middle East retail and foodservice customers.
• Savola Group: Saudi conglomerate with major foods (Afia oil, Panda retail) and frozen foods operations. Comparable as a large-scale Saudi packaged-foods player with overlapping retail distribution channels.
• Almarai: Saudi Arabia's largest integrated dairy and food company, directly comparable as a Middle East dairy and packaged-foods manufacturer. Overlaps with Luna on UHT/flavoured milk, cream, and cheese categories, but operates at vastly larger scale and broader geographic footprint.
• Fonterra Brands (Anchor / Anlene): Global dairy cooperative supplying milk powder, UHT milk, cheese, and dairy ingredients across MENA. Comparable as a large-scale dairy supplier competing in the same shelf-stable milk powder and processed-cheese categories as Luna.
• Nestlé Middle East: Global CPG incumbent with strong Middle East presence in evaporated milk (Carnation), condensed milk, flavoured milk, and dairy-adjacent categories. Directly competes with Luna in shelf-stable dairy formats across Saudi and Gulf retail.

Direct peers

• Al Kabeer Group: Middle East frozen and processed meat/food company with halal-certified canned and ready-meal offerings. Comparable as a regional halal packaged-food manufacturer serving similar export and domestic retail channels.
• Halwani Bros. Saudi food manufacturer producing canned foul medames, beans, and related canned legumes—essentially the same foul & beans category that anchors Luna's portfolio. Direct overlap in canned legumes, hummus bases, and Middle Eastern canned staples.
• NADEC (National Agricultural Development Company): Saudi integrated dairy and food producer with UHT milk, flavoured milk, cheese, and tomato paste offerings. Closely comparable to Luna across multiple dairy and canned-vegetable product lines serving Saudi households.

Regional players

• IFFCO (International Foodstuffs Company): UAE-based food manufacturer producing edible oils, tomato paste, canned vegetables, and dairy products. Direct overlap with Luna on tomato paste and canned-vegetable product categories serving GCC and broader MENA markets.
• Tanmiah Food Group: Saudi-listed protein and processed-food company with expanding value-added and packaged-food categories. Comparable as a publicly listed Saudi food company competing for the same consumer basket, though anchored in poultry rather than dairy/legumes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/LunaProducts
• Facebookfacebook.com/LUNA.KSA
• Instagraminstagram.com/luna.ksa
• Xx.com/luna_ksa
• LinkedInlinkedin.com/company/national-food-industries-company

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 Luna