Saudi Arabia shelves to stock CBL brands under Aamalcom deal

From left: Rajeewa Weerasingha, Manager - International Marketing & Sales, CBL Foods International  (Pvt) Ltd; Saeed Asif Khan, Chairman, Hiplas FS 
(Pvt ) Ltd, Director International Trade, Aamalcom Trading Company KSA; Syed Zaid ul Hassan, Executive Director, Aamalcom Holding Company KSA; Sheikh Qinan Rashdan Al Marel, Chairman, Aamalcom Holding Company KSA; Rasith Wickramasingha, Group Director, CBL Group; Nalin Karunaratne, Director / CEO, Ceylon Biscuits Ltd, and Kamal Geeganage, Director / CEO, CBL Foods International (Pvt) Ltd. at the signing ceremony

Saudi Arabia’s supermarket shelves will soon carry Munchee biscuits, Ritzbury chocolates and Tiara cakes, as CBL Group partners with Aamalcom Holdings to deepen its footprint in the kingdom and broaden consumer reach.

The agreement was signed in Colombo by Aamalcom Holding Company KSA Chairman Sheikh Qinan Rashdan Al Marel and CBL Group Group Director Rasith Wickramasingha.

Through the tie-up, CBL’s flagship brands will be introduced in Riyadh this November, with phased expansion into Jeddah, Dammam, Madinah and Qassim. The rollout will initially target the modern trade, before extending into general trade, wholesale, food service and e-commerce channels, ensuring wider access to consumers across Saudi Arabia.

“This partnership is a significant milestone in CBL’s export journey. Saudi Arabia is one of the region’s most dynamic FMCG markets, and together with Aamalcom Holdings we look forward to bringing Sri Lankan brands to more global consumers while strengthening our long-term growth strategy,” said Wickramasingha.

Sheikh Qinan Rashdan Al Marel said the collaboration would leverage Aamalcom’s network and expertise to accelerate growth. 

“We are delighted to partner with CBL Group, a company with a strong global reputation and trusted Sri Lankan brands. With our network and expertise, we are confident this collaboration will accelerate growth and deliver greater value to consumers across Saudi Arabia,” he said.