Our Brands
A growing family of trusted consumer and specialist brands — made across the region and enjoyed in more than 80 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, Nigeria, 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.
Household names in kitchens and stores across Yemen, the Gulf, Egypt, and East and West Africa.
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.
Avena
Edible oils & ghee
A palm-based cooking oil marketed by HSA’s Pacific Inter-Link across the Middle East and Africa.
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.
Noody
Noodles & pasta
HSA Yemen’s vitamin-fortified instant-noodle brand, and one of Yemen’s best-known noodle names.
Sheeba
Edible oils & ghee
A palm-based cooking oil marketed by HSA’s Pacific Inter-Link across the Middle East and Africa.
Sindbad
Biscuits & confectionery
A chocolate-coated bar made in Yemen by HSA’s General Industries & Packages Company (Genpack).
Pika
Consumer goods
Part of HSA’s everyday consumer portfolio.
Green Farms (Joint Venture)
Canned seafood
An HSA canned-seafood brand whose range covers tuna in solid, chunk, slice and recipe styles across several flavours.
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.
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.
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 80 countries around the world, and our continuing strategy is to grow local production capacity to always meet growing demand.
- Countries reached
- 80+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.