Almarai is entering the red-meat category with the launch of Haboor, a pre-packed beef brand supported by an investment of approximately SR500m ($133.3m).

In a statement yesterday (28 October), the Saudi Arabia-headquartered food and beverage group called the launch an “important milestone that will further diversify” its portfolio and expand local manufacturing.

Almarai’s current portfolio includes its namesake dairy, juices and drinks brands, as well as L’usine bread and baked goods, Alyoum chicken products, and Nura baby nutrition.

Fawaz Aljasser, Almarai's CEO, said: “This investment is a strategic step that builds on Almarai’s strengths while supporting our long-term growth ambitions.

“Through Haboor, we are entering the red-meat market with a focus on quality, reliability, and value creation, supported by the integrated capabilities that have defined Almarai’s success for nearly five decades.”

The launch is in line with the company's Saudi Vision 2030 and reflects one of the four pillars in Almarai’s 2026–2031 growth strategy, which includes “selective expansion into promising new categories, including red meat”.

Announced on 8 October, the strategy will involve “strengthening its core categories”, developing foodservice and e-commerce channels, and “expanding in priority markets”. Almarai plans to invest more than $4bn over the six-year period.

The company’s latest results showed revenue for the nine months ended 30 September increased 9.7% year on year to SR18.21bn. Operating profit rose 0.9% to SR2.46bn.

Net income attributable to shareholders fell 0.3% to SR1.98bn.

Announcing the results on 4 October, Almarai attributed the revenue growth to higher sales across its markets, product categories, and sales channels. Poultry volume growth from expansion projects and higher dairy sales in Egypt also contributed.

However, energy and distribution costs weighed on profits.