{"id":95386,"date":"2025-03-18T00:00:00","date_gmt":"2025-03-18T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/ksa\/2025\/03\/18\/iconic-egyptian-bakery-brand-tbs-to-set-up-shop-in-saudi\/"},"modified":"2025-03-18T00:00:00","modified_gmt":"2025-03-18T00:00:00","slug":"iconic-egyptian-bakery-brand-tbs-to-set-up-shop-in-saudi","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/ksa\/2025\/03\/18\/iconic-egyptian-bakery-brand-tbs-to-set-up-shop-in-saudi\/","title":{"rendered":"Iconic Egyptian bakery brand TBS to set up shop in Saudi"},"content":{"rendered":"

TBS\u2019s baked goods are coming to Saudi Arabia: <\/strong>Iconic Egyptian bakery brand TBS Holding is set to open a commercial-scale bakery in the Kingdom in partnership with homegrown food and beverage player Shahia Investments<\/a> after the two companies inked a strategic partnership, according to a joint statement (pdf)<\/a>. The project, whose first phase is slated to kick off in 2026, aims to capture growing demand for baked goods in the Kingdom and has received assistance from the Saudi Investment Ministry.<\/p>\n

Some details are still under wraps:<\/strong> Company representatives were not immediately available to discuss the project\u2019s value, how it would be phased out, or the respective roles of each partner. <\/p>\n

What\u2019s cooking?<\/strong> Baked goods produced by the factory will include frozen products. Under the agreement, TBS will supply Shahia brands \u2014 such as Dunkin\u2019, which it franchises here \u2014 as well its clients in the food and beverage sector. <\/p>\n

Saudi is a hotbed of growth:<\/strong> \u201cWe consider our entry into the Saudi market as the beginning of a new phase of growth, as we seek to provide high-quality bakery products that meet the needs of the Saudi market,\u201d said TBS Holding Chief Investment Officer and co-founder Sameh El Sadat. Shahia is looking to grow its market share in the Kingdom and outside as it expands in the nation\u2019s bakery sector.<\/p>\n

Further expansion in the cards? <\/strong>The partnership is a stepping stone for future expansion into the Gulf and European markets, according to the statement.<\/p>\n

BACKGROUND- <\/strong>TBS was an overnight sensation back in 2008 after its summertime pop-up in Diplo on Egypt\u2019s North Coast created a new market for high-end baked goods. It now employs more than 7k people and operates a portfolio of four brands. Its primary shareholder is Ayman Abbas, who invested in the company through his Intro Group in 2017. TBS is named for three partners \u2014 Tamer, Basel, and Sameh.<\/p>\n

ADVISORS- <\/strong>Our friends at Beltone Holding were financing partner on the transaction, while Gen-X acted as financial advisor and Bayt Alnomow Capital served as the intermediary between the two companies. K&L Gates provided legal counsel to TBS Holding, while Al Zamil & Al Kharashi Law Firm offered counsel to Shahia Investments.<\/p>\n","protected":false},"excerpt":{"rendered":"

The factory will produce baked goods, with the first phase slated to kick off in 2026<\/p>\n","protected":false},"author":1,"featured_media":95387,"comment_status":"","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4109],"tags":[10,1201,4108,4107],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-95386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expansion","tag-enterpriseam-ksa","tag-expansion","tag-shahia-investments","tag-tbs-holding","wpautop","entry"],"acf":{"mongo_id":"3c774dc3-6b97-4a47-aad9-7be826aa90fa","order":"7","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/3\/1408.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Egypt\u2019s TBS Holding to set up shop in KSA alongside Saudi\u2019s Shahia Investments","related_issue":[95374],"teaser":"The factory will produce baked goods, with the first phase slated to kick off in 2026","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/3\/.170b9b01-c72c-42c9-a977-13156cf16e41.mp3"},"yoast_head":"\nIconic Egyptian bakery brand TBS to set up shop in Saudi - 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