Badael Company

What Badael Company does

Badael Company is a Riyadh-headquartered consumer health enterprise wholly owned by the Public Investment Fund (PIF) of Saudi Arabia. Founded in May 2023 to reduce the Kingdom's smoking prevalence, the company develops and distributes tobacco-free nicotine pouches under its flagship brand DZRT. Pouches contain high-purity, pharma-grade nicotine in a controlled-release formulation, positioning DZRT as a reduced-risk alternative for adult smokers seeking to quit cigarettes, shisha, or e-cigarettes; products are available in multiple dosage strengths and across a portfolio that includes regionally inspired SKUs such as Hamidh, Unqood, Manga, and Bonna.

The company's technology stack centers on a tobacco-free nicotine-pouch delivery system rather than software or AI. Manufacturing is anchored by two facilities: one in the Riyadh area and a second inaugurated in August 2024 at MODON's Asfan industrial city in Jeddah, equipped with nicotine powder mixing, a dedicated R&D lab, a test line, a QC lab, and a high-speed production line. A planned Mega Manufacturing Site in Sudair, announced in February 2025, signals ongoing capacity expansion. Distribution combines DZRT's own e-commerce storefront (over 1 million orders since launch), authorized resellers, retail Points of Sale, and a flagship Boulevard City store opened in October 2024 alongside the Riyadh Season 2024 main sponsorship.

Revenue mechanics rely on direct-to-consumer repeat sales of consumable pouches, complemented by corporate and government engagement through the 'Clear the Air' cause initiative, the Mokalama podcast platform, and the TNFS Summit policy forum. Customer segments are a hybrid of individual adult smokers (primary), corporate organizations pursuing smoke-free workplaces, and government entities aligned with Vision 2030 quality-of-life goals. Pricing is not publicly disclosed. As of January 2026, the company reports that approximately 700,000 smokers in Saudi Arabia have switched to DZRT, against a stated public target of one million quitters by 2028 (one FAQ source extends this horizon to 2032). Ownership rests entirely with PIF; no third-party funding rounds, acquisition history, or public-listing activity are disclosed.

Name

Badael Company

Legal name

Badael Company

Website

https://badaelcompany.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Badael Company is a PIF-owned Riyadh-based consumer health firm that develops and distributes DZRT tobacco-free nicotine pouches as a reduced-risk alternative for adult smokers in Saudi Arabia, sold via e-commerce, retail, and flagship stores.

Ownership category

akta.pro rank

Product category

Tobacco Harm Reduction Products

NAICS

Tobacco Manufacturing (3122), Tobacco Product and Electronic Cigarette Merchant Wholesalers (424940)

SIC

Tobacco Products (2100)

akta.pro primary industry

Nicotine Pouches (Tobacco-Free) Manufacturing & Brands (CRADAJAI)

akta.pro secondary industry

Nicotine Pouch Retail (CRANADAD)

Keywords

• Tobacco-free nicotine pouches
• Smoking cessation products
• Tobacco harm reduction
• Pharma-grade nicotine alternatives
• Smoke-free lifestyle products

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. DZRT Nicotine Pouch Sales: Direct consumer sales of DZRT tobacco-free nicotine pouches through e-commerce (own online store with home delivery) and physical retail channels including flagship stores and authorized resellers. Available in multiple strengths and flavors.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Badael manufactures and distributes DZRT tobacco-free nicotine pouches — small white pouches containing pharma-grade nicotine with a controlled-release formulation — as a reduced-risk alternative for adult smokers and users of traditional tobacco products (cigarettes, shisha, e-cigarettes). The pouches are available in multiple dosage strengths and regionally inspired flavors, sold via an owned e-commerce store with home delivery, flagship retail stores, and authorized resellers across Saudi Arabia. The product is the first locally manufactured tobacco-free nicotine pouch in Saudi Arabia and the region.

Product overview

Badael Company operates as a tobacco harm reduction company with a portfolio of products and initiatives focused on health and wellness. The core product is DZRT, a tobacco-free nicotine pouch brand that provides a reduced-risk alternative for smokers. Supporting the mission are Mokalama (a podcast platform sharing transformation stories) and TNFS Summit (an innovation platform convening global experts). The Clear The Air initiative rallies public support for a smoke-free Arabia. The company focuses on three pillars: Health and Wellness, Sustainable Living, and Innovative Solutions.

Differentiator

Problem solved

Functional benefit

Brands

• DZRT: A tobacco-free nicotine pouch brand offering a modern, flavorful alternative to traditional tobacco. DZRT contains pharma-grade nicotine and is designed to provide a reduced-risk alternative for adult smokers looking to quit. It is the first locally manufactured nicotine pouch brand in Saudi Arabia, available in multiple flavors and dosage strengths.
• Mokalama
• TNFS Summit

Products and services

• DZRT Tobacco-Free Nicotine Pouches DZRT is Badael's core brand of tobacco-free nicotine pouches sold as a reduced-risk alternative for adult smokers seeking to quit cigarettes, shisha, or e-cigarettes. The pouches contain pharma-grade nicotine with a gradual controlled-release formulation, are available in multiple dosage strengths and regionally-inspired flavors (Hamidh from AlUla oranges, Unqood from Taif grapes, Manga from Jazan mango, Bonna from Jazan coffee beans, and others), and are distributed across Saudi Arabia via e-commerce, flagship retail, and authorized resellers.

Quantifiable outcome

• 700,000 smokers in Saudi Arabia have quit with support from DZRT
• +2 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core, supporting and flagship.

• TasamacoreStrategic or Co-development Partner · 8 September 2025Strategic MoU signed between Tasama (a PIF company providing integrated business services) and Badael. Tasama will provide integrated services including innovation management, shared services, real estate solutions, and global partnerships to enhance Badael's operational efficiency and enable focus on core innovation and consumer engagement objectives.
• Lean Business ServicescoreStrategic or Co-development Partner · 12 February 2025Strategic MOU to leverage healthcare data and digital intelligence in designing effective strategies to promote well-being, preventive health, and informed health decisions. Aimed at improving quality of life and advancing preventive health strategies in Saudi Arabia.
• Arabian Plastic Industrial Company (APICO)supportingStrategic or Co-development Partner · 12 February 2025Agreement to localize the production of DZRT cans, resulting in improved supply-chain efficiency and support for local manufacturers.
• MODON (Saudi Authority for Industrial Cities and Technologies Zones)coreStrategic or Co-development Partner · 12 February 2025Strategic partnership to expand Badael's local manufacturing capabilities, establish Badael's Mega Manufacturing Site in Sudair, and acquire several manufacturing halls in Asfan, Jeddah.
• General Entertainment AuthorityflagshipGTM or Marketing Partner · 16 October 2024DZRT signed main sponsorship agreement with General Entertainment Authority for Riyadh Season 2024. Creates smoke-free experience across many venues, events, and activities. Signed in presence of H.E Turki Al-Sheikh, Chairman of GEA.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Zyn (Swedish Match / Philip Morris International): Zyn is the global category-leading tobacco-free nicotine pouch brand, originally by Swedish Match and now owned by Philip Morris International. It is the most direct product competitor to DZRT in the tobacco-free nicotine pouch category.
• On! (Helix Innovations / Altria): On! is Altria's tobacco-free nicotine pouch brand. Closely comparable to DZRT in product format, dosage strengths, and adult-smoker cessation use case; competing head-to-head in the modern oral nicotine category.
• Nordic Spirit (Japan Tobacco International): Nordic Spirit is JTI's tobacco-free nicotine pouch brand, positioned as a mainstream adult-smoker alternative. Directly comparable product category, distribution model, and regulatory profile to DZRT.
• Velo (British American Tobacco): Velo is BAT's flagship tobacco-free modern oral nicotine pouch brand, one of Zyn's principal global challengers. Direct product overlap with DZRT in formulation, format, and adult-smoker target use case.

Broad incumbents

• Imperial Brands: International tobacco group with a growing modern oral portfolio (ZoneX). Comparable as a broad incumbent pursuing next-generation nicotine products with category overlap to DZRT.
• Altria Group: US-based tobacco incumbent that owns On! through Helix Innovations. Comparable as an established player with deep capital and US distribution that could expand into MENA over time.
• Japan Tobacco International: Global tobacco incumbent owning Nordic Spirit and other reduced-risk products. Comparable category positioning, multi-market distribution, and competing for the same adult smoker switching pool.
• British American Tobacco: Multinational tobacco major with the Velo brand plus broader combustible and modern oral portfolios. Comparable as a strategic competitor with vastly larger resources, distribution, and R&D.
• Philip Morris International: Global tobacco and nicotine giant that owns Zyn (via Swedish Match acquisition) and is the dominant incumbent in reduced-risk products. Broadly comparable given PMI's pivot to smoke-free products and portfolio overlap with DZRT's positioning.

Others

• Haypp Group: Leading European online retailer of nicotine pouches and snus, connecting consumers with multiple brands. Comparable as an adjacent ecosystem participant relevant to DZRT's direct-to-consumer e-commerce motion and category distribution dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/badaelco
• Facebookfacebook.com/badaelco
• LinkedInlinkedin.com/company/badaelco

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Badael Company