- In October 2024, Zinereo Pharma, a subsidiary of the Zendal Group, entered a strategic partnership with Cigalah Medpharm to expand its natural vitamins and probiotics portfolio across the Middle East. The collaboration focuses on distributing Zinereo’s flagship brands—Fertibiome and Flowbiotic—in six countries, addressing rising demand for digestive and fertility health solutions. Cigalah Medpharm, part of the Yousuf M.A. Naghi & Sons Group, brings strong regional expertise in pharmaceutical and healthcare distribution, enabling Zinereo to strengthen its footprint in a rapidly growing market for high-quality, science-backed supplements
- In July 2023, PepsiCo expanded its MTN Dew Rise Energy line—a functional beverage enriched with vitamins A and C, citicoline, and zinc—to retail markets across the Middle East and Africa. Developed in collaboration with NBA icon LeBron James, the drink was designed to provide a morning energy boost with natural ingredients, zero added sugar, and 180 mg of caffeine. The launch aligned with rising regional demand for vitamin-enhanced functional beverages, especially among health-conscious consumers seeking alternatives to traditional energy drinks
- In April 2022, Nestlé did not acquire Vital Health Foods. Instead, the company was acquired by EXEO Capital, a pan-African investment firm, through its platform Nurture Brands (Pty) Ltd. The acquisition aimed to scale Vital’s presence in the functional and convenience foods sector, leveraging its strong brand recognition and distribution network across South Africa and international markets. Vital Health Foods, with a 75-year legacy, continues to be a trusted name in natural vitamin supplements throughout the region
- In October 2021, Tikun Olam-Cannbit, a leading Israeli medical cannabis company, partnered with Ambrosia-SupHerb, Israel’s largest nutritional supplement manufacturer, to co-develop a line of natural vitamin supplements infused with cannabis and medicinal mushroom components. The collaboration launched a joint R&D pilot aimed at creating innovative formulations that combine CBD and other cannabis-derived compounds with functional mushrooms to support immune health, digestion, and overall wellness. Targeting markets in the Middle East and Africa, the partnership reflects growing consumer interest in plant-based, synergistic health solutions that blend traditional botanicals with cutting-edge science
- In September 2021, Royal DSM renewed its collaboration with UNICEF and the nutrition think tank Sight and Life to improve access to natural vitamin-based supplements for vulnerable children and mothers in South Africa and other regions. This initiative aimed to combat micronutrient deficiencies by delivering science-backed nutritional solutions to those most in need. The partnership reflects DSM’s broader commitment to advancing public health, supporting sustainable development, and expanding its presence in emerging markets through impactful, purpose-driven programs that address malnutrition at scale
