United Arab Emirates, Dubai, May 15th 2023 – SADAFCO, the leading UHT milk seller and distributor in Saudi Arabia, is making waves with a bold new look and sassy attitude for its much-loved anchor brand Saudia milk. This rebrand has been designed to align with the rapidly changing nation and provide more opportunities for innovative experiences.

“Saudi Arabia is in the middle of its remarkable transformation. We are feeling and seeing this impact everyday,” said Patrick Stillhart, CEO of SADAFCO. “What our customers need and want today is very different from what they needed and wanted in the past. Since 1976, we have always been part of the social fabric of the Kingdom, and we want to continue to be so. To that end, this rebrand is the natural exciting evolution of the much loved Saudia milk brand.'

The new look for Saudia includes refreshed packaging for both dairy and non-dairy milk products. This modern design will appeal to a variety of tastes while still staying true to Saudia's core values. In addition to updating its packaging designs, SADAFCO recently also introduced new flavors and varieties to their line up of milks. Customers can now enjoy classic favorites with more on the go varieties and newer plant-based varieties such as Oat and Soy flavors, yet more to come.

“At SADAFCO, we have been committed to nurturing generations and will continue to nurture generations through everything do as a company.' said Stillhart. The main new brand experience was born from asking a new question – how do we continue to nurture generations with goodness and happiness. Saudia milk is quietly and tastefully in the center of everyday living in the Kingdom. In each household, its taste is there for both older and younger generations. It brings us familiar comfort, refreshing vitality and exciting new flavors. 

SADAFCO's bold move comes at a time when Saudi Arabia is transforming into one of the most vibrant countries in the Middle East region. With its innovative rebranding efforts, SADAFCO aims to be part of this transformation by providing customers with unique experiences that go beyond just great tasting milk products. Our recent participations in Riyadh season and F1 Jeddah are just some examples to show our pursue of delighting our consumers.