3 min read
Makkah – During the Kleija season in Al-Qassim, and with the approach of Ramadan and the Eids, demand for traditional sweets surges. Boxes of kleija and maamoul transform into hospitality served at family gatherings and gifts passed from home to home. In this seasonal market governed as much by heritage as 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 industry, aspiring to be the prominent facade representing Saudi identity and heritage both locally and globally. Its lineup includes kleija, maamoul, samosas, rusk (shaboura), fteet, and puff pastry dough, manufactured in a fully Saudi factory operating around the clock to provide fresh daily products, while its products are showcased at international food exhibitions, including "Gulfood Dubai 2026" and "Anuga 2025" in Germany.
The company reports that its kleija is the first Saudi kleija to win the international Superior Taste Award, with its samosa and kleija maamoul products receiving the same award, as its customer base has surpassed 11 million customers.
Choosing "Salla" grants Refee greater scope to control the details of the customer experience within its online store refee.sa, alongside advanced customization for the purchase journey tailored to a brand reliant on seasons, gifting, and repeat orders.
Abdulaziz Al-Dakhil, CEO of Refee, said:
"What drove us to choose Salla as a partner in our growth journey is the flexible solutions we found in it that were unavailable on other platforms, especially in the advanced customization of the customer experience and control over the 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 it chose Salla to deliver this craft to its customers wherever they are. It is a brand that cares for details as much as it cares for heritage, and we are pleased that it finds within the platform the flexibility needed 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 abroad.
About Refee Food Industries
A Saudi brand specialized in the manufacturing of Saudi sweets and baked goods, from kleija and maamoul to samosas, rusk (shaboura), and fteet. It aspires to be the prominent facade representing Saudi identity and heritage locally and globally, with its products manufactured in a fully Saudi factory.
About Salla
Salla is a leading Saudi platform in e-commerce solutions, considered the first e-commerce platform in Saudi Arabia and the largest in the Middle East, with more than 65,000 active subscribed stores and a sales volume exceeding 45 billion riyals from Salla stores. Salla enables merchants to set up their online stores and link them to an integrated ecosystem of payment, shipping, inventory management, and marketing solutions.
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