SugarMoo Enters Saudi Market with Al Hokair Group JV

SugarMoo Al Hokair JV
SugarMoo Al Hokair JV
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Launched in 2014 as Dubai’s first online dessert bakery, SugarMoo Desserts has since expanded into four dessert labs located across the city whilst simultaneously catering to over 100 F&B outlets. 

As part of its ongoing development, SugarMoo has recently announced a joint venture partnership with the Al Hokair Group whereby they will deliver their creative dessert solutions directly to Saudi Arabian taste buds. 

SEE MORE: 11 Interesting Facts about NEOM, Saudi’s proposed Mega City

The joint venture will fuse the creativity and diversity of SugarMoo’s innovative product offering with Al-Hokair’s best in class F&B and hospitality expertise, not to mention their unparalleled knowledge of the KSA market. Al Hokair, one of the region’s largest entertainment and hospitality family conglomerates, seeks to grow their F&B offering by way of SugarMoo’s unique dessert solutions. 

SugarMoo Al Hokair JV

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 ”, continues Phillips.

Additionally, Al Hokair, an entertainment company established in 1975, will provide SugarMoo with a wide platform of opportunities via their diverse network of subsidiaries; many of whom will serve as ravenous in-house clientele for SugarMoo’s complimentary dessert offerings “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 are currently sourcing locations to introduce the Dessert Labs, as well as the Dessert Lounge, their conceptualized sit-down idea.

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