The 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 onto higher value products. Creative advertising, efficient distribution and complete focus help to keep our brands ‘top of mind’.
As the 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.
We are active in many fast moving consumer goods categories, including:
- Wheat flour
- Vegetable & edible oils, ghee and derivatives
- Biscuits & confectionery
- Dairy products
- Canned foods & pasta
- Potato crisps & snacks
- Sugar products
- Oil seed products
- Drinks & fruit juices
- Mineral water
- Soaps and personal care products
HSA Brands In the Global market
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, and Indonesia.
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 counties around the world, and our continuing strategy is to grow local production capacity to always meet growing demand.
Brands By Country: Palm Oil & Edible Oils
Oils and edible oils - the Group is well represented in this popular sector in the Yemen, with palm oil, mixed vegetable oil, sunflower oil and corn oil all produced by our companies. We also produce both white and yellow vegetable fats (ghee).
Some of our best-known brands in this sector include Palma and Chef oils, and Kamaria and Girl ghee. We have a dominant market position, strongly backed by local production and our own distribution that ensures a fast "speed to shelf".
In Egypt, Crystal oils is a market leader both in corn and sunflower oil, and has strong customer loyalty, developed through excellent customer service. Other prominent brands in Egypt include Asil, Qualiya, Hedaya, Elhanim, and Kout.
In Malaysia and Indonesia, the Avena and Madina brands are available in the heartland of palm oil production, and enjoy consistently strong positions. In African countries, Avena and Madina are also prominent brands in certain markets -where we are setting up refineries to support growing demand.
Brands By Country: Dairy Products
Dairy products - due to their great nutritional value (and growing Yemeni income levels), there is an increasing demand for dairy products amongst the middle classes – and HSA is well positioned in this area. As such, there is a high demand for products such as milk, milk powder, evaporated milk, UHT milk, condensed milk, cream and yogurt.
Specialist local production units support brands like Al Hana and Al Momtaz, which are distributed directly to stores to ensure high quality and freshness.
In Saudi Arabia, Luna has become a regional power brand and has market leadership in the large evaporated milk segment, which is used mostly as whitener for tea (the main beverage in the region). Luna also enjoys a good position in cream and milk powder, with demand supported through local production and distribution to over 15,000 outlets directly.
In West Africa, particularly Bufias and Matams, Luna’s presence is growing in areas where tea is heavily consumed, and Luna evaporated milk is used as the whitener. Our West African presence will expand further with the establishment of production facilities in 2014.
In Indonesia, our production unit is being used primarily to pack Milgro products, which have a good presence in Algeria and many parts of Africa.
Brands By Country: Biscuits, Confectionary & Snacks
Biscuits and confectionary – with a large child and youth population, demand for biscuits in the Middle East is steadily increasing. We are well placed to meet this demand, especially in Yemen and Saudi Arabia. Our brands in this sector include iconic names like Abu Walad, Teashop and Aseel.
In Saudi Arabia, we enjoy market leadership in biscuits through brands like Teashop and Memories. We are pushing for Memories to secure a foothold in several small but fast growing and high-value sub markets.
The Group’s high quality standards are achieved by making use of local flour trading and milling operations. With strong market leadership, it is heartening to see the Group’s brands present in every single point of purchase in Yemen - which could be in excess of 40,000 retail outlets.
A modern production facility and an excellent direct distribution system that serves over 25,000 retail outlets directly - all helps to meet demand swiftly and guarantees freshness.
Brands By Country: Soap & Detergents
Soaps and personal care products – a necessity for every household, we enjoy a dominant position in Yemen for many of our products in this sector. Our detergent brands such as Crystal, Lega, and toilet soap Nasim Plus all enjoy significant market share.
From the Far East region and African countries, our toilet soap, laundry bar and detergent brands such as Oxi, Saba, Juliet and Soft Silk all help consumers to look good and feel good.
Brands By Country: Other Products
In Saudi Arabia and countries across the Middle East and Africa, the HSA Group has a strong presence in sectors such as beans, pasta, tomato paste, rice and tuna – with brands leading the way including Green Farm (rice and tuna), Luna (beans and tomato paste) and Legador (tuna and spaghetti).
Abu Walad Sandwich Biscuits
Abu Walad Sandwich Biscuits
Legador ® is marketed worldwide by Midstar FZE, UAE, under license from Alsaeed Trading Company of the Hayel Saeed Anam Group.