United Food Industries Corp. Ltd. (Deemah)
Overview
United Food Industries Corp. Ltd., commonly known as Deemah, is a leading food manufacturing company based in Riyadh, Saudi Arabia. Established in the 1980s, Deemah has grown to become a dominant player in the Gulf Cooperation Council (GCC) region, specializing in the production of biscuits, wafers, candies, cakes, and snacks. The company operates state-of-the-art production facilities and distributes its products across more than 40 countries worldwide.
Core Business and Market Position
Deemah is one of the largest confectionery and snack food manufacturers in the Middle East, with a strong market presence in Saudi Arabia, the UAE, Kuwait, Bahrain, Oman, Egypt, and Jordan. It has successfully expanded into Europe, Africa, and Asia, catering to millions of consumers. The company’s ability to produce high-quality, affordable, and innovative products has contributed to its reputation as a trusted food brand.
Product Portfolio
Deemah offers a diverse range of products categorized as follows:
- Biscuits: Sandwich Biscuits, Filled Biscuits, Cookies, Plain Biscuits, Crackers
- Wafers: Chocolate Coated Wafers, Cream Wafers
- Candies: Hard Candies, Soft Candies, Toffees, Lollipops
- Cakes: Fantasy Cake
- Snacks: Potato Chips, Noodles
Unique Selling Proposition (USP)
Deemah’s competitive advantages include:
- Premium Quality: Uses the finest ingredients and modern food processing technology.
- Strong Brand Recognition: "Deemah" is a household name in the Middle East.
- Wide Product Range: Offers a variety of snacks and confectionery catering to different tastes.
- Halal Certified: All products comply with strict Halal food production standards.
- Innovative Packaging: Ensures longer shelf life and consumer convenience.
Financial Performance
Deemah has demonstrated consistent financial growth:
- Annual revenue: Estimated at $500 million+.
- Production capacity: Over 200,000 metric tons of confectionery and snack products per year.
- Export markets: Over 40 countries, with strong growth in Africa and Asia.
Shipment Data
Deemah has an extensive export operation, supplying its products globally:
- Top export destinations: UAE, Kuwait, Qatar, Egypt, Jordan, Pakistan, India, Sudan, and Nigeria.
- Annual shipments: More than 10,000 metric tons of biscuits and snacks exported globally.
- Most exported products: Deemah Sandwich Biscuits, Fun Wafers, Deemah Maamoul, and Soft Jelly Candies.
Certifications and Compliance
Deemah ensures the highest quality and safety standards, holding multiple certifications:
- ISO 22000: Food Safety Management System
- HACCP Certification: International food safety compliance
- Halal Certification: Approved by major Halal certification bodies
- GCC Standardization: Complies with GCC and Saudi Food & Drug Authority (SFDA) regulations
- FDA Approved: Products meet U.S. FDA food safety requirements for export
Major Achievements
Deemah has received several accolades and milestones:
- One of the Top 5 Food Brands in Saudi Arabia in the confectionery and snack category.
- Most Recognized Biscuit Brand in the GCC, with high consumer trust.
- Expansion into the European Market, gaining a foothold in the UK and Germany.
- Sustainable Packaging Initiative, reducing plastic use by 30% in the past three years.
Target Market
Deemah primarily targets:
- Retail consumers: Through supermarkets, hypermarkets, and online grocery stores.
- Food service businesses: Supplying to hotels, restaurants, and catering companies.
- Private labeling: Manufacturing for other brands in the GCC and African regions.
- Export markets: Partnering with international distributors and retailers.
Customer Testimonials
- "Deemah biscuits are a staple in our household. The taste and quality are unmatched!" – Saudi Consumer Review
- "We have been importing Deemah products for over a decade. They are consistently in high demand." – UAE Distributor
- "Their wafer selection is fantastic—crispy, fresh, and always delicious." – Food Blogger Review
Future Outlook
Deemah continues to expand its footprint globally with a focus on:
- E-commerce growth, increasing online availability in Amazon, Noon, and Carrefour online stores.
- Healthier snack alternatives, such as reduced-sugar biscuits and protein-based snacks.
- Sustainability initiatives, including eco-friendly packaging and energy-efficient manufacturing.
- New market expansion, particularly in Africa and Southeast Asia.
With over 40 years of experience, strong brand loyalty, and continuous innovation, Deemah remains a leader in the confectionery and snack food industry.
