07 October 2019

Fine Hygienic Holding pivots towards wellness with over US $10 million acquisition of Nai Arabia Food Co.

Fine Hygienic Holding (FHH), one of the world’s leading manufacturers of hygienic paper products, has set its sights on further expansion into the wellness industry through the acquisition of a major stake in Nai Arabia Food Co., valued at over US $10 million.

Since its launch in 2017, Arabian natural food and beverage brand, Nai Arabia Food Co has quickly emerged as a leader in the industry, and a shining example for social responsibility through its partnerships with non-profit organizations across the region.

Nai Arabia’s dedication to the production of 100% Nainatural, healthy and affordable Arabian-inspired beverages, which guarantee fewer calories and contain less sugar than competitive products, has been key to their successful distribution regionally and across the Western world. As such, the company has experienced a substantial amount of pressure to meet the increasing demand, inhibiting their potential for growth – an issue for which FHH as a strategic investor has provided the solution.

The acquisition marks another significant and strategic move for FHH which, after 60 years of leading the hygiene industry, has pivoted towards the wellness with the introduction of its patented SteriPro™ technology, which guarantees high levels of sterilization and hygiene in its tissue products; as well as its line of baby and adult diapers specially designed to provide superior skin health.

“FHH is not just a paper company, it’s a wellness company; and we are deliberately turning in this new corporate direction. It’s the next logical step in the company’s journey,” said FHH CEO James Michael Lafferty.

“We want to ensure we go beyond just products and improve the lives of our consumers through wellness. Despite all the technological advances in today’s society, we are not getting healthier; the obesity epidemic is growing unabated, and new diseases are constantly emerging. As the old saying goes, ‘If you don’t have your health, you don’t have anything’. We want to play a role in improving the lives of our consumers via products that improve individual wellness,” added Lafferty.

Hisham El-Farouki, CEO and Founder of Nai Arabia, said: “We are extremely excited to be joining forces with Fine Hygienic Holding. It’s clear that both companies’ share a value-driven commitment to health and consumer experience through superior-quality products.

“This is a merger of complementary strengths and will provide both parties with a mutually beneficial relationship. As FHH expands its reach into new markets it will in turn, assist Nai Arabia through its vast commercial capabilities.”

FHH, which has a dual-HQ in both Amman, Jordan, where they were first founded, and Dubai, UAE, continues to push for the expansion of its presence, and is actively seeking to expand and diversify its portfolio into other areas of wellness, specifically beverages and nutritional supplementation. To date, the company serves over 75 markets across the Middle East, Africa, Europe, Asia, and the USA.