22 January 2022

Jordan's Fine branches out into nutrition supplements business

Jordan’s Fine Hygienic Holding is branching out into the nutrition supplements business as it looks to build its wellness segment as part of a five-year growth strategy, its chief executive said.

The company has set aggressive growth targets and expects its wellness business, together with masks and sanitary operations, to account for about half of its revenue. The other half will be driven by the company’s core paper business, James Lafferty told The National.

“We have accelerated targets because we have now entered 100 per cent into wellness space with nutritional supplements and we have a couple of products already launched,” he said.

The company now has three pillars: consumer papers; masks, gloves and disinfection products, and wellness.

“We have a whole new pillar … so we have very, very aggressive growth targets for the coming years,” he said.

Within wellness, Fine has soft launched two products – Motiva Neuro Booster that has shown to improve cognitive function in severe Alzheimer’s patients and Motiva Immuno Booster – in the UAE.

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