Plant-based food startup Freakin’ Healthy eyes Saudi expansion

By Shilpa Annie Joseph, Official Reporter
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Freakin' Healthy
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UAE’s plant-based snack food startup Freakin’ Healthy is planning to quadruple the number of stores it operates in Saudi Arabia by the end of this year.

The brand has been distributing 10 product lines to around 250 locations in Saudi Arabia, including supermarkets, gyms, and cinemas. The company’s goal is to distribute 20 product lines in the Kingdom by the end of the first quarter of 2021, with a target of reaching 30 by the end of the year.

Roy Koyess
Roy Koyess
Freakin’ Healthy

“The Saudi consumer is still highly sensitive to price change. Nevertheless, they’re willing to pay more for premium quality products. These socioeconomic factors lay the foundation for Freakin’ Healthy to enter the Kingdom and serve the unmet demand for healthy, premium quality at value pricing snack products. The outlook for 2021 looks very promising. As we’re coming off a year that had its many challenges, we managed to take the situation as an opportunity to optimize our business and drive efficiencies. This in turn has set us up to reap the benefits in 2021.”

At the beginning of 2019, the company has delivered products to approximately 250 outlets or touchpoints in Saudi Arabia. It is currently at 700, including notable retailers such as Danube, Al Nahdi, Kottouf, and Manuel. Further, it aims to increase this to 1,000, by the end of 2021.

“As more Saudi consumers are getting well versed in online grocery shopping, we’ve also made our range available with the major food aggregators in Riyadh and soon in the Western Region. The Saudi consumer is really becoming very literate when it comes to health and wellness, and we’re proud to be part of the health movement in the Kingdom.” Mr. Koyess added.

According to the company, it intends to expand its product range to major European cities and markets in the US and Canada after achieving its Gulf goals.

Freakin’ Healthy

Dubai-based Freakin’ Healthy was established in 2018 by Saudi-born Lebanese-Canadian entrepreneur Roy Koyess. The company targets the people who have the intention to choose healthier options. The brand offers products, such as Healthy Snacks, Vegan Food, Food Production, Gluten-Free Food, Chocolate Production, Confic, Confectionery Food, and Chocolate.