As part of its ongoing development, SugarMoo has signed a joint venture partnership with the Al Hokair Group whereby they will deliver their dessert solutions directly to Saudi Arabian taste buds.
Since its launch in 2014, SugarMoo has expanded into four dessert labs located across the city whilst simultaneously catering to over 100 F&B outlets.
The joint venture will fuse SugarMoo’s innovative product offering with Al-Hokair’s F&B and hospitality expertise in the KSA market.
Raki Phillips, co-founder of SugarMoo Desserts states “We believe that our entry into KSA marks a turning point in the progression of our brand into a regional operator, given it has the largest population in the GCC and thus the most substantive opportunity for us to scale throughout the region. Making dessert options more accessible to Saudi consumers is a significant opportunity and we are well positioned to be leaders in this burgeoning space. We very much look forward to embarking upon this new chapter in SugarMoo’s evolution.”
“In the immediate short term our Dubai-based management team will handle KSA activities remotely. However anticipate basing a leadership team directly in the Kingdom within the very near future. Our initial launch will center upon Riyadh but will eventually expand into other major cities with Jeddah and Dammam coming up shortly ” Phillips added.
“We are excited to be bringing the first and unique e-bakery concept to the KSA market and are confident that our partnership will lead to mutually rewarding results”, states Sami Al Hokair, managing director of Al Hokair Group.
The bakery plans to launch in Riyadh this year with a full dual-language website, central kitchen and app, and is currently sourcing locations.