Riyadh - Sharikat Mubasher: TBS Holding, a renowned Egyptian bakery chain and a key player in the food and beverages (F&B) sector, forged a strategic partnership with Shahia Investments, one of the influential pioneers in the F&B sector in Saudi Arabia, to enhance its market share in the Kingdom and beyond.

Under this partnership, TBS will establish a specialized bakery production facility in Saudi Arabia, leveraging the latest technologies to produce a variety of baked goods including frozen products, the company announced in a recent statement.

The first phase of the project will start in 2026 and will focus on producing various types of baked goods, utilizing modern technologies to improve quality and reduce logistical costs.

This strategic partnership aims to meet the needs of the increasing demand for high-quality baked goods in the Saudi and regional markets by leveraging TBS Holding’s expertise in the F&B sector in Saudi Arabia, ultimately contributing to the growth of the bakery sector in the Kingdom.

Saud Al-Athel, Chief Executive Officer of Shahia Investments, said: “This partnership will contribute to strengthening our market share both inside and outside the Kingdom, through our strong supply chain network, distribution infrastructure, and deep knowledge of regional and international markets.”

For his part, Sameh El-Sadat, Chief Investment Officer & Co-Founder of TBS Holding, commented: “We 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 and align with its aspirations.”

It is worth mentioning that TBS Holding operates with more than 120 branches with six brands spread across multiple markets.