Hayatna

What Hayatna does

Hayatna (legal entity: National Dairy L.L.C.; Arabic: حياتنا) is a UAE-based consumer packaged goods brand launched in 2022 by Emirates Food Industries (EFI), a National Holding conglomerate, to produce and sell dairy and food products manufactured entirely in the United Arab Emirates. The company operates vertically integrated dairy farms in Al Ain with modern milking parlors and immediate farm-to-factory processing, which underpins its core "freshness" positioning across fresh milk, laban, yoghurt (including Greek and Turkish labneh), and flavoured milk variants.

The product portfolio spans eleven categories: functional canned drinks (Vitamin D, Vitamin C, Collagen, Pina Colada), organic juices in Tetra Pak, the Uplift juice line, fresh dairy, functional milk (organic, high-protein, lactose-free), organic wellness shots (60ml concentrates), ghee, an ethnic range of South Asian and Middle Eastern beverages (Lassi, Chaas, Kulfi), deli/cheese products (mozzarella, cream cheese), sustainability-packaged Arabic Pot Yoghurt, and the Zakhir restaurant sub-brand offering Arabic cuisine. Products are positioned across premium, health-conscious, ethnic-authentic, and sustainability-conscious consumer segments and packaged in formats ranging from 60ml shots to gallon sizes.

Hayatna generates revenue through one-time consumer packaged goods sales distributed via a strategic partnership with National Trading and Developing Enterprises (NTDE), which provides shelf access to 8,000+ UAE supermarkets, hypermarkets, and grocery stores plus 300+ wholesalers. The company supplements retail distribution with direct-to-consumer digital marketing across Instagram, Facebook, LinkedIn, TikTok, and YouTube, a bilingual (Arabic/English) website, and recipe content. Pricing is not publicly disclosed. The company is headquartered in Al Ain, has 101–250 employees, has no external venture funding (wholly owned by EFI), and has earned the Superbrands UAE Choice 2022 and Dubai International Taste Award 2022 Silver (packaging) recognitions.

Name

Hayatna

Legal name

National Dairy L.L.C.

Website

https://hayatna.ae

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

101–250 employees

Short description

Hayatna is a UAE-based dairy and food brand (subsidiary of Emirates Food Industries) producing 100% locally manufactured fresh dairy, juices, functional drinks, ghee, ethnic beverages, and cheese, distributed across 8,000+ UAE retail outlets via a partnership with NTDE.

Ownership category

akta.pro rank

Product category

Dairy Products

NAICS

Dairy Product Manufacturing (3115), Dairy Cattle and Milk Production (112120)

SIC

Dairy Products (2020), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Yogurt & Cultured Dairy Products Manufacturing (Kefir, Sour Cream, Labneh) (AFAKAKAC)

akta.pro secondary industry

Drinkable Yogurt & Kefir Beverages (Probiotic Shots, Smoothie-Style) (AFAHAIAC)

Keywords

• Dairy products
• Functional beverages
• Fresh milk
• Organic juices
• Ethnic food products

Headquarters

HQ city

Al Ain

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Packaged Goods Sales: Hayatna generates revenue through the sale of consumer dairy and food products including functional drinks, organic juices, fresh dairy, ghee, organic shots, and deli products. Products are sold through retail channels including supermarkets, hypermarkets, and grocery stores across the UAE.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Hayatna produces and sells a diverse range of 100% UAE-produced dairy and food products including fresh dairy (milk, laban, yoghurt varieties), functional beverages (Vitamin D, Vitamin C, Collagen, Pina Colada), organic juices, functional milk (organic, high protein, lactose-free), ghee, organic wellness shots, ethnic traditional beverages (Lassi, Chaas, Kulfi), and cheese products. Products are sourced from company-owned farms in Al Ain and distributed across the UAE through retail and foodservice channels including the Zakhir restaurant brand.

Product overview

Hayatna is a UAE-based dairy and food products company offering a diverse portfolio organized across multiple product categories. The core offering consists of functional beverages (Vitamin D, Vitamin C, Collagen drinks), organic juices (Apple, Orange, Mango, and specialty fruit blends), and fresh dairy products (Fresh Milk, Laban, Yoghurt varieties including Greek and Turkish Labneh). The portfolio extends to functional milk (organic, high protein, lactose-free), ghee, ethnic traditional beverages (Lassi, Chaas, Kulfi), cheese products (Mozzarella, Cream Cheese), and organic wellness shots. Products are produced 100% in the UAE from Hayatna's own farms in Al Ain, processed through state-of-the-art facilities, and distributed throughout the UAE via retail and foodservice channels including the Zakhir restaurant brand.

Differentiator

Problem solved

Functional benefit

Brands

• Zakhir: Restaurant/concept brand offering Arabic cuisine menu

Products and services

• Functional Drinks A range of wellness-focused canned beverages including Vitamin D, Vitamin C, Collagen, and Pina Colada variants in 250ml format, marketed as 'Wellness on the go' functional drinks for health-conscious UAE consumers.
• Organic Juice A line of organic juices available in Tetra Pak packaging including Apple, Lemon Mint Grapes, Super Fruit Mix, Mix Fruit, Orange, and Orange & Passion Fruit variants in 180ml and 250ml sizes, positioned as 'Sustainable Living' products.
• Uplift Juices A juice product line positioned as 'A step towards a healthier lifestyle' featuring Apple, Orange, Mango, Pineapple, Mixed Berries, Mixed Fruit, and Cranberry flavors, available in 180ml, 200ml, 500ml, and 1L formats.
• Freshness Fresh Dairy A comprehensive range of fresh dairy products including Fresh Milk, Fresh Laban, Fresh Flavoured Milk, Fresh Plain Yoghurt, Fresh Flavoured Yoghurt, Fresh Greek Yoghurt, and Turkish Labneh, available in 250ml, 500ml, 1L, 2L, and gallon sizes, sourced from Hayatna's own farms in Al Ain and processed with state-of-the-art technology.
• Functional Milk Specially formulated milk products including Organic Milk, High Protein, and Lactose Free variants in 180ml and 1L formats, marketed as 'Packed with goodness' functional dairy beverages.
• Organic Shots A line of 60ml concentrated organic beverage shots including Awake, Enrich, Enhance, Boost, Soothe, and Charge variants, positioned as quick wellness supplements.
• Ghee 100% pure and natural ghee available in 400ml and 800ml packaging, positioned as premium clarified butter.
• Sustainability Products (Arabic Pot Yoghurt) Eco-friendly dairy products including Arabic Pot Yoghurt in clay pot packaging in 500ml and 1kg sizes, marketed as 'Relish and recycle' sustainability-focused products.
• Ethnic Range

Quantifiable outcome

• Distribution reach to 8000+ retail outlets
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• National Trading and Developing Enterprises (NTDE)coreChannel Partner/ Reseller/ Distributor · 1 June 2023Hayatna signed a strategic cooperation agreement with NTDE to expand distribution networks across the UAE. NTDE has over 50 years of expertise in distribution, logistics, and retail. The partnership provides access to 8000 supermarkets, hypermarkets, grocery stores, and more than 300 wholesalers. Hayatna CEO Mr. Wasfi Kaso stated this collaboration will strengthen retail presence in UAE and deliver high-quality products to consumers. NTDE CEO Ms. Forough Ahmadi commented on combining Hayatna's innovation and quality with NTDE's efficient distribution channels.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Arla Foods: European dairy cooperative active in the Middle East with cheese, milk, yoghurt, and functional dairy offerings. Comparable on cheese (mozzarella, cream cheese) and dairy categories but as a multi-region incumbent rather than UAE specialist.
• Lactalis Group: World's largest dairy group, with significant Middle East presence in cheese, milk, and dairy beverages. Comparable on cheese (mozzarella/cream cheese) and fluid milk categories in the UAE, but globally diversified rather than UAE-native.
• Danone: Global dairy and plant-based nutrition leader with strong presence in yoghurt, labneh, and functional dairy across the Middle East. Comparable in cultured dairy (yoghurt, labneh) and functional categories, but as a broad global incumbent rather than UAE-focused.
• Almarai: Largest vertically integrated dairy company in the Middle East, with extensive UAE distribution across fresh dairy, juices, yoghurt, and functional beverages. Comparable product breadth and GCC-wide distribution, but far larger scale and broader geographic footprint.
• FrieslandCampina: Global dairy cooperative with a meaningful Middle East footprint in milk-based beverages, yoghurts, and functional dairy. Overlaps with Hayatna's drinkable yoghurt/lassi and functional milk categories.
• Nestlé Middle East: Global CPG incumbent with broad dairy, juice, and functional nutrition portfolio across the UAE and GCC (including Nido, Activia, Cerelac). Overlapping categories (yoghurt, dairy beverages, juices) but operates as a multi-category global player rather than UAE-specialist.

Direct peers

• Al Rawabi Dairy: UAE-based dairy and juice manufacturer with vertically integrated farms and broad portfolio across fresh milk, yoghurt, laban, and juices. Closely comparable farm-to-retail dairy CPG model in the same geography.
• Al Ain Dairy: UAE-based dairy producer headquartered in Al Ain (same city as Hayatna) offering fresh milk, yoghurt, labneh, juices, and functional dairy. Directly comparable on product range, geography, and vertically-integrated farm-to-shelf model.
• Marmum Dairy: UAE dairy producer with broad fresh dairy, juice, and functional beverage portfolio sold through UAE grocery and modern-trade channels. Comparable multi-category CPG dairy model targeting similar UAE consumers.
• National Food Company (UAE): GCC dairy and beverage CPG producer with UAE retail presence across juices, dairy, and traditional beverages. Comparable product mix and modern-trade distribution model in the UAE.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC9wFgISU4LiF73s0UWp76kQ
• Facebookfacebook.com/hayatnafresh
• LinkedInlinkedin.com/company/hayatna-fresh
• Instagraminstagram.com/hayatnafresh
• TikToktiktok.com/@hayatnafresh?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hayatna