Sarya Holdings Announces Plans for Expansion with New International Partnerships and its Soon-To-Launch In-House Brand: Fit Farm


Through the success of its exclusive partnerships in South Korea, Sarya Holdings projects for an eventful 2021 with the launch of its new food line, Fit Farm, and all-new partnerships around the globe.

Dubai, United Arab Emirates: Sarya Holdings, the parent company which recently launched the UAE’s latest hydroponic vertical farming concept, Smart Acres, announces its global expansion plans in 2021 and its all-new health-conscious food line, Fit Farm, set to hit the shelves in the first quarter of the new year. The recent news comes after the company experienced exponential growth in 2019/2020 with the launch of a new concept, a roll-out of partnerships, and all-time high sales, creating a drive to strategically expand beyond borders whilst continuing to build locally. 

Launched in 2017 by two long-time friends and entrepreneurs, Abdulla Al Kaabi and Sean Lee, Sarya Holdings initially began as a general trading business with an emphasis on fast-moving consumer goods (FMCG) with the aim to bring quality foreign products to the GCC market. Sarya General Trading houses popular South Korean brands such as Gilim and Samyang Foods, the brand known for its viral ‘spicy noodle challenge’ that set the world and everyone’s mouths on fire. Currently, Sarya is partnered with over ten South Korean brands to strengthen the import and distribution of its products to the GCC. Throughout 2020, the company has successfully strategized to secure new key partnerships with several brands from Japan, India, Mexico and the Philippines in 2021. Ringing in the new year with a wider variety of new products, Sarya will also be increasing its imports and exports outside of the GCC to reach new international consumers. Adding to its local portfolio, their general trading division is now undergoing the creation of its very own brand ideal for the health-conscious community: Fit Farm.

Set to launch in Q1 of 2021, Fit Farm will become one of the few leading local providers to offer quick yet healthy and all-natural foods that can be prepared on the go. While the company plans to introduce a full range of healthy and nutritious food products, their initial food offering will include a wide selection of high-quality ready-to-eat chicken with the quirky title of ‘Really Tasty Chicken Breast’. This unique concept will provide health-conscious consumers with a selection of ultra-tender, preservative-free, hormone-free and antibiotic-free chicken which comes in five different flavors.

Commenting on the anticipated launch of Fit Farm, Abdulla Al Kaabi, CEO of Sarya Holdings, says, “Our mission with Fit Farm is to empower the people through accessible cuisine driven by healthy lifestyle choices and connecting them with readily-available healthy foods.”

With 2020 coming to an end, the new year shows a promising future for Sarya as the company plans for expansion of their international food products in and out of the GCC region, and the launch of its latest in-house brand, Fit Farm. While customers patiently wait for the anticipated release of Fit Farm across UAE supermarkets, they can occupy their senses with the ‘spicy noodle challenge’ by buying Samyang Buldak instant noodle packs from their closest Carrefour or Lulu Hypermarkets.