3 min read
Makkah – During Al-Qassim's Kleija season, and with the approach of Ramadan and Eid, demand for traditional sweets surges. Tins of Kleija and Ma'amoul turn into welcoming treats served at family gatherings and cherished gifts exchanged from home to home. In this seasonal market shaped as much by heritage as it is by demand, “Refee Food Industries” is taking a new digital step by joining the “Salla” platform.
Refee operates in the Saudi sweets and baked goods sector, aspiring to be the leading face representing Saudi identity and heritage both locally and globally. Its range includes Kleija, Ma'amoul, Sambusa, Rusk (Shaboura), Fateet, and Puff pastry dough—all manufactured in a fully Saudi factory operating around the clock to provide fresh products daily. Its products are also showcased at international food exhibitions, including “Gulfood Dubai 2026” and “Anuga 2025” in Germany.
The company states that its Kleija is the first Saudi Kleija to receive the prestigious international Superior Taste Award, with its Sambusa and Kleija Ma'amoul products earning the same accolade. Its customer base has also exceeded 11 million customers.
Choosing “Salla” grants Refee greater control over the details of the customer experience within its online store refee.sa, alongside advanced customisation of the purchasing journey tailored for a brand driven by seasonality, gifting, and repeat orders.
Abdulaziz Al-Dakhil, CEO of Refee, said:
“What drove us to choose Salla as a partner on our growth journey was the flexible solutions it offers, which we could not find on other platforms—particularly in advanced customer experience customisation and control over the finer details.”
For his part, Nawaf Hariri, Founder and CEO of Salla, said:
“Refee crafts sweets around which Saudi families gather every season, and we are proud that they chose Salla to deliver this craft to their customers wherever they may be. It is a brand that cares for details as much as it honours heritage, and we are delighted that it found in the platform the flexibility required to achieve its ambition of representing Saudi identity locally and globally.”
This step reflects the growing role of e-commerce in empowering Saudi food brands to bring their seasonal and heritage products to new customers, while Salla continues to empower tens of thousands of stores and brands to grow within the Kingdom and beyond.
About Refee Food Industries
A Saudi brand specialised in crafting Saudi sweets and baked goods, from Kleija and Ma'amoul to Sambusa, Rusk (Shaboura), and Fateet. It aspires to be the foremost showcase representing Saudi identity and heritage locally and globally, manufacturing its products in a fully Saudi facility.
About Salla
Salla is a leading Saudi e-commerce solutions platform. It is recognised as the first e-commerce platform in Saudi Arabia and the largest in the Middle East, with more than 65,000 active subscribed stores and total sales surpassing SAR 45 billion generated through Salla merchants. Salla enables merchants to set up their online stores and integrate them with a comprehensive ecosystem of payment, shipping, inventory management, and marketing solutions.
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