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Siwar Foods Partners with Dely to Sell Belgian Waffles Range in Saudi Arabia

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Siwar Foods has signed an exclusive agreement with Steenput, Belgium-based Dely Wafels to bring frozen waffles to Saudi Arabia and elsewhere in the Gulf region. The deal will result in Riyadh-headquartered Siwar rolling out a range of products under its private label into retail and foodservice channels.

The “toast and eat” Belgian-style waffle range, which comes in different varieties and flavors, can be served after just 30 seconds of heating.

“We are delighted to be partnering with one of Europe’s finest waffle manufacturers,” said Siwar Foods Chief Executive Officer Loaye Al-Nahedh. “This will not only allow us to bring some of the world’s best waffles to the region, but we will benefit from the leading innovation and R&D that Dely is known for, ultimately allowing us to anticipate consumer trends in our market.”

Dely CEO Davy Van Poucke commented: “It’s a privilege to be working with such a new dynamic player in the FMCG space, this will allow us to penetrate one of the largest untapped countries in the region and ultimately grow with Siwar in other regional markets.”