Almarai brings its food playbook to beef with Haboor

Almarai is entering Saudi Arabia’s red-meat market with Haboor, a new brand centered on locally made, pre-packaged beef products. The company says it will invest about 500 million riyals in the business, extending a consumer-food model it already uses in dairy, bakery, beverages, and poultry into a new category. The bet is not simply on selling meat: Almarai is trying to apply its manufacturing, quality-control, and distribution network to a market where branded, consistent products can stand apart from unbranded alternatives. The company expects the launch to begin affecting its financial results from the fourth quarter of 2026.