October 02, 2019 – 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