Saudi's Freshi eyes expansion across MENA

Ice cream firm inks deal to develop brand in Egypt, the UAE, Qatar and Bahrain
By Andy Sambidge
Fri 22 Jun 2012 10:33 AM

Saudi-based ice cream firm Freshi has signed an agreement which will see it expand across the Middle East and North Africa.

Freshi, which opened its first factory in Jeddah last year, has inked a master franchise agreement with Amer Group to develop the "ice sticks" brand in Egypt, the UAE, Qatar and Bahrain.

Under the agreement, about 65 Freshi branches will be opened in these countries over the next few years.

The first stores under the agreement will open later this year in Egypt, a statement said.

Amer Group currently operates a portfolio of 54 restaurants in Egypt, Saudi Arabia and Syria under the brands Chili's, Carino's Italian, Studio Masr Mediterranean Grill, Halket El Samak seafood restaurant and Alain le Notre.

Tarik Alwash, general manager of Freshi, said: "We are delighted to be opening shops in Egypt with Amer Group. We look forward to supporting them as they bring Freshi Ice Sticks to customers throughout Egypt."

Freshi Ice Sticks are made with gelato, the Italian version of ice cream and is made with less butterfat and sugar than most commercial ice creams. The company offers more than 30 flavours, its website said.

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