Our Brands
A growing family of trusted consumer and specialist brands — born in Yemen, made across the region, and enjoyed in more than 87 countries.
Our Brands
Brands that families trust, every day
HSA Group invested heavily in manufacturing facilities during the 1970s and 80s, so it was logical to start developing our own brands for our consumers. These brands then evolved as our manufacturing base expanded from Yemen into Saudi Arabia, Egypt, Malaysia, Indonesia, and the United Kingdom.
As a result of this expansion, many of our brands have now become household names in their respective local markets. With all the Group’s products, our focus now is to ensure their smooth transition from local to regional to global brands, sold at different price points.
Our goal is that more consumers use our brands — and these consumers use our brands more often. In this context, innovation plays a role in upgrading consumers to higher-value products. Creative advertising, efficient distribution, and complete focus help to keep our brands ‘top of mind’.
As HSA Group markets and distributes mainly our own products, utmost care is taken to ensure their high quality — guaranteed at the point of purchase. We also monitor all food products to ensure their freshness.
Product Categories
The categories we’re active in
HSA’s brands span everyday product categories, built on decades of investment in manufacturing across the region.
- Wheat flour
- Edible oils, ghee & derivatives
- Biscuits & confectionery
- Dairy products
- Canned foods & pasta
- Potato crisps & snacks
- Sugar
- Drinks & fruit juices
- Mineral water
- Soaps & personal care
Brand Portfolio
Meet the family of brands
From kitchen staples to home and personal care, our brands carry the same promise of quality into homes across the region and beyond.
Food & Beverage
Household names in kitchens and stores across Yemen, the Gulf, Egypt, and East and West Africa.
Abu Walad
Biscuits & confectionery
A long-running Yemeni biscuit brand best known for its sandwich biscuits — a family sharing favourite since 1973.
Al Bakary
Dairy
Launched in 2002, one of Yemen’s largest speciality dairy brands, covering everyday dairy products for family consumption.
Al Fanar
Canned & ambient foods
A Yemeni brand of tahini — the smooth sesame-seed paste — made from natural sesame for everyday cooking and dipping.
Al Hana
Dairy
An HSA Yemen brand since 1985, offering dairy and canned-food staples as a long-standing everyday family-kitchen name.
Al Kamaria
Edible oils & ghee
A long-established brand of authentic ghee, vegetable oils and margarines, often fortified with vitamins A and D.
Al Maeda
Canned foods & pasta
Yemen’s original pasta brand, supplying dried pasta in a range of cuts and shapes to the local market.
Al Momtaz
Dairy
An evaporated-milk brand from HSA’s dairy arm Nadfood — a popular canned milk sold in Yemen and abroad.
Al Naqi
Consumer goods
Part of HSA’s everyday consumer portfolio in Yemen.
Al Saeed Sugar
Sugar
HSA Group’s sugar brand, supplying refined white sugar to Yemen from the group’s sugar-refining operations.
Al Sanabel
Wheat flour
HSA Group’s wheat-flour brand, supplying milled flour to the Yemeni market from the group’s flour-milling business.
Arma Crystal
Edible oils & ghee
From Egypt’s Arma Group: Crystal sunflower and corn oils plus ghee and butter — a leading Egyptian corn-oil export brand.
Avena
Edible oils & ghee
A palm-based cooking oil marketed by HSA’s Pacific Inter-Link across the Middle East and Africa.
Bingo
Biscuits & confectionery
A Yemeni sweets and confectionery brand established in 2004, specialising in sweets for everyday treats and sharing.
Girl
Edible oils & ghee
The ‘Blue Girl’ and ‘Green Girl’ vegetable ghee from Yemen Company for Ghee & Soap Industry — palm-based and vitamin-fortified.
Kareem
Edible oils & ghee
A vegetable oil and shortening brand made by HSA’s Yemen Company for Ghee & Soap Industry in Taiz.
Madina
Edible oils & ghee
A palm-based cooking oil marketed by HSA’s Pacific Inter-Link across the Middle East and Africa.
Milgro
Dairy
A milk-powder brand — full-cream and instant filled milk — sold across Africa, the Middle East and South Asia.
Nooby
Noodles & pasta
HSA Yemen’s instant-noodle brand (also styled ‘Noody’), vitamin-fortified and one of Yemen’s best-known noodle names.
Pamin
Edible oils & ghee
HSA’s Indonesian brand of cooking oil, shortening, margarine and vegetable ghee, exported to more than fifty countries.
Sheeba
Edible oils & ghee
A palm-based cooking oil marketed by HSA’s Pacific Inter-Link across the Middle East and Africa.
Sindbad
Edible oils & ghee
A blended cooking oil of sunflower, soybean and palm olein, marketed in Egypt by United Oil Processing & Packaging.
Teashop
Biscuits & confectionery
A leading Yemeni confectionery brand since 1997, making biscuits, wafers and cakes for families across the market.
Yamaly
Biscuits & confectionery
A Yemeni confectionery brand launched in 2014, producing biscuits, wafers and cakes for families across Yemen.
Al Asil
Edible oils & ghee
An Egyptian Arma brand launched in 1993 — the first ghee sold in jars — now spanning vegetable ghee and cooking oils.
El Hanim
Edible oils & ghee
Egypt’s best-known Arma vegetable ghee, introduced in 1995 — light in colour, grainy in texture and cholesterol-free.
Hedeya
Edible oils & ghee
An Egyptian Arma blended cooking oil, positioned on versatility, a high smoke point and a neutral, natural flavour.
Hla
Edible oils & ghee
An Egyptian Arma sunflower oil launched in 1997 — refined, cholesterol-free and rich in vitamins A, D and E.
Pika
Consumer goods
Part of HSA’s everyday consumer portfolio.
Memories
Biscuits & confectionery
An HSA confectionery brand producing dry and filled biscuits, flat and rolled wafers, plus cakes and tarts.
Luna
Dairy
An HSA brand from the National Company for Food Industries, best known for Luna Gouda cheese and other quality foods.
Al Batal
Crisps & snacks
A snack brand from HSA’s National Biscuits & Confectionery Co. in Saudi Arabia: potato chips, corn snacks and coated popcorn.
Green Farms
Canned seafood
An HSA canned-seafood brand whose range covers tuna in solid, chunk, slice and recipe styles across several flavours.
Home, Personal Care & Industrial
Beyond the kitchen, the same standards extend into home care, personal care and building materials.
Crystal
Laundry & home care
Yemen’s original and leading washing powder — an enzyme-based laundry detergent for white and coloured fabrics, in several fragrances.
Naseem Plus
Personal care
A naturally-inspired skincare and cleansing brand offering skin-protecting formulas in fragrances from mountain herb to citrus and lavender.
Saba
Soap & home care
A market leader across Sub-Saharan Africa, spanning antibacterial bar soaps and laundry detergents in several variants.
Super Saba
Personal care
Kenya’s first multipurpose antibacterial washing bar, with 99.9% germ protection, in Original Cream, Herbal and All-Round variants.
Zenta
Laundry & home care
A laundry detergent powder, with related soap variants, sold across HSA’s West African and Asian markets.
Juliet
Personal care
A beauty bar soap with added moisturiser and glycerin for gentle skin cleansing — widely sold across Africa.
Medi Twist
Personal care
An antibacterial bar soap in three protection variants — odour, germ and herbal — from HSA’s African personal-care portfolio.
Soft Silk
Personal care
A beauty bar soap with moisturiser and glycerin for a refreshed feel — one of HSA’s popular African personal-care brands.
Legador
Home & personal care
An HSA home- and personal-care brand linked to the group’s Yemeni cleaning-product range.
National Cement
Building materials
Yemen’s first private cement maker, producing Portland and pozzolana cement from local limestone using German plant technology.
In Global Markets
HSA brands around the world
As our manufacturing base grew in the 1970’s and 80’s, so our brand reach also expanded from our native Yemen — opening up global manufacturing centres in Saudi Arabia, Egypt, Malaysia, Indonesia, Kenya and Nigeria.
Many of the HSA brands developed and introduced to these new global markets have gone on to become household names, renowned for their universal quality and appeal to consumers. Our strategy going forward is to expand these offerings to encompass more price points and even more worldwide markets, spreading the HSA Group’s commitment to creating high-standard products across the globe.
We now export our brands to over 87 countries around the world, and our continuing strategy is to grow local production capacity to always meet growing demand.
- Countries reached
- 87+Countries reached
- Countries of manufacturing
- 6Countries of manufacturing
- Consumer & specialist brands
- 40+Consumer & specialist brands
- Product categories
- 10Product categories
The companies behind the brands
Our brands are made by a family of industrial, commercial and service companies working across the region. Explore the businesses and the sectors that bring them to life.