Jeddah, KSA: Bidfood KSA, (Al Diyafa Company for Catering Services), the KSA’s leading multi-channel foodservice distributor, today announced that the company has struck another exclusive agreement with General Mills to distribute Green Giant Frozen Vegetables across the country’s food service channels. This follows an agreement entered earlier with General Mills to supply Häagen-Dazs Ice Cream in Saudi Arabia exclusively for the foodservice Channels.

General Mills is one of the largest manufacturers of baking goods, cereals, ice cream, grain snacks, meal products, organic food and frozen food with a strong market presence in more than 100 countries across six continents. General Mills brands include Cheerios, Betty Crocker, Pillsbury, Häagen-Dazs and Cascadian Farm, to name a few.

Commenting Sleyman Ibrahim, Bidfood KSA General Manager said: “We are highly delighted to partner with General Mills, who has a long-established history of serving consumers with great taste and quality. It goes without saying that Häagen-Dazs is a household name throughout the world and Green Giant frozen vegetable products meet the increasing demand for nutritious, time-saving food options to match consumers' on-the-go lifestyles. We are proud to introduce the two brands under our wide portfolio of products catering to the needs of the Saudi consumers and the foodservice industry in line with the highest safety and quality standards.”

According to Mordor Intelligence, Saudi Arabia foodservice market is forecasted to reach USD 31.6 billion by 2024 growing at a CAGR of 5.9% during the forecast period (2019 - 2024). This surge will be driven by a shift in the dining-out habits and preferences, catering concepts fuelled by retail and hospitality sector growth, and online food ordering. Among rising trends, the booming population and growing tourism influx will also continue to influence the exponential rise of the region’s food and beverage industry in the coming years.

Commenting Wissam Menkara, General Mills Foodservice Sales Manager MEA said: “Saudi Arabia is an important market for us as we see a huge demand for wider product variety and quality. We are delighted to extend our partnership with Bidfood KSA, which provides us with a solid opportunity to extend our supply in KSA market through Bidfood KSA’s extensive and multi-channel foodservice network.”

Bidfood KSA has been aggressively expanding its product offerings through exclusive partnerships and distribution deals with a number of big names in the F&B, bakery and dairy industry. These include: illy, MONIN, Sanpellegrino, Sweet Street, Bridor, CSM Bakeries, Rangers Valley, Stanbroke, Barilla

-ENDS-

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About Bidfood Group:

Bidfood is a foodservice-focused company operating across 5 continents with a world-class international foodservice presence. It has been listed on the JSE since May 30th, 2016 and has over 40,000 employees.

About Bidfood ME:

Bidfood ME is a group of five companies present and trading in United Arab Emirates, Saudi Arabia, Bahrain, Oman & Jordan representing Bidfood Group. The companies’ business model focuses mainly on the foodservice channel and revolves around building a house of brands through a portfolio made up of top international products marketed across the region, while leveraging on the synergies and economy of scale between Bidfood Middle East markets and capitalizing on the volumes for buying power within the region. Bidfood ME is “ONE” community managing 14 cultures with more than 30 nationalities and over 35 languages working together as a team.

About Bidfood KSA:

Born in 2009, Bidfood KSA, is one of the early pioneers in the premium foodservice distribution industry in KSA. We provide fresh, frozen, ambient and non-food related products across various channels such as cafes, hotels restaurant chains, caterers and many others in the hospitality sector.

Over the years we built a diversified and balanced portfolio of international brands across multiple verticals. We are considered to be a one stop shop with a supplementary product portfolio with diverse category mix. We have dedicated 360 degree brand marketing and management team coupled with 24/7 customer service team to cater to the needs of both our ambassadors within the Diyafa Partner and Customers Network.

© Press Release 2019

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