Apr 25 2007

Unilever Arabia Strengthens Its Competitiveness in the Region

Unilever Arabia Strengthens Its Competitiveness in the Region
Binzagr lever Factory Announces Latest Expansion in Saudi Arabia

Jeddah, April 25, 2007: Unilever Arabia today announced the completion of expansion plans that saw a 25% increase in production since last year driven by investment in new lines and equipment. With almost three decades of operation in Saudi Arabia and category leadership positions for most of its brands, Unilever Arabia continues to strengthen competitiveness leveraging its global scale to meet local consumer needs in hygiene and nutrition.

Binzagr lever Factory, a joint venture between Unilever Arabia and the Binzagr group , was established in 1978 to locally produce global Unilever Home and Personal care brands for Saudi Arabia. Currently, the factory has 350 permanent employees and a forty five percent Saudi workforce, many of whom have been trained to lead in senior management positions. The factory produces 52 variants of 8 main brands (Lux, Sunsilk, Dove, Jif, Close up, Signal, Lux Progress, Comfort, Lifebuoy) across 5 categories of hair, home care, personal wash and oral care. The new anti-dandruff hair care brand, Clear, recently launched by Unilever Arabia , is also produced at Binzagr Unilever factory. In addition to servicing Saudi Arabia, the factory now exports to ten countries including Yemen, Iran, Sudan, Tunis, and Maghreb.

According to Yasir Jamal, Works Director Binzagr lever Factory, the competitiveness of the factory is driven by a strong local market that gives critical scale to operation and platforms of expansion. He adds "for this latest phase of expansion, the ability to leverage superior Unilever technology and access to global R&D resources has enabled us to achieve improvement in capacity at minimum cost."

The new oral care line from this latest expansion phase allows for new innovative formats to Close Up & Signal toothpaste. The co-excursion technology provides flexibility to produce Core-in-Sheath (center filled gel) products for the first time in the Arabia market. Using this new specifically designed equipment, CloseUp Milk Calcium Nutrient variant has recently been launched and has both gel from the outside and paste from the inside in one toothpaste

Jan Zijderveld, Chairman of Unilever Arabia , "We are starting from a position of significant strength. Unilever has strong heritage and roots in the Kingdom and we will continue to invest in our business here. Our strong performance in manufacturing global brands suited for local and regional needs is driven by great people with strong capabilities and local insight combined with world-class technical capability. The new expansion plans will provide us further competitiveness to deliver the latest global innovations for both the local and regional markets."

Commenting on the latest factory expansion plans, Sheikh Wahib Binzagr adds that through out the years the factory has established itself as one of the leading manufacturing sites in the Kingdom, helping to boosts local economy. "We are proud of this facility here in the heart of Saudi Arabia and are confident this latest expansion plan will further propel it into a world class manufacturing facility for consumers globally."

  • The Factory produces 130 SKU's, which represents 52 variants of 8 main Brands

  • Factory production contributes in Five Product categories: Hair Care, Fabric Softener, Home Care, Personal Wash (Liquid & Soap), Oral Care

  • The factory is ISO 9001/14001 certified in 2002 - OHSAS 18001 in 03, the first company to achieve this certificate in Saudi Arabia

  • Total production in 2006 was 64,000 Tons.

  • TPM Excellency Award in 2002 TPM Consistency Award in 2004.


About Unilever

Unilever is one of the world's leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe. Its portfolio includes some of the world's best known and most loved brands including Lipton, Dove, Lux, Sunsilk, Knorr, Omo, with leadership positions in many categories in which the company operates, including in the Middle East. Unilever North Africa and Middle East (NAME) is spread across 20 countries with a population in excess of 350 million and includes Maghreb (Morocco, Tunisia, Algeria, Libya), Mashreq (Egypt, Lebanon, Palestine, Jordan, Iraq, Sudan, Syria), Kingdom of Saudi Arabia, Gulf (U.A.E, Oman, Bahrain, Kuwait, Qatar, Yemen). Unilever North Africa and Middle East is the region's single largest TV advertiser with local offices and partnerships spread across 20 countries in the region.
For more information:
Phenomenal PR & Event
Shadi Zahid

Azim Al-Sharif
Tel: +966 2 664 9316
Fax: +966 2 664 9334

© Press Release 2007

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