Samaya Food, Berjaya Food partner to establish Paris Baguette bakery in UAE

UAE – Samaya Food Investments LLC has announced the signing of a Memorandum of Understanding (MoU) with Berjaya Food International Sdn. Bhd. (BFI), a subsidiary of Berjaya Food Berhad, a Malaysian-listed company, to introduce the renowned Paris Baguette bakery brand to the United Arab Emirates (UAE).

The partnership reflects a shared commitment to delivering premium quality baked goods and café offerings that have made Paris Baguette a household name globally.

Paris Baguette is recognized around the world for its freshly baked pastries, signature cakes, and innovative café dining experiences.

The brand has a strong presence in key markets across Asia, Europe, and North America. Its entry into the UAE will cater to the growing demand for high-quality bakery offerings and premium dining experiences in the region.

“We are delighted to establish our partnership with Berjaya Food International. The trust and collaboration between our companies have developed over the years through our successful work with Berjaya Corporation to launch Kenny Rogers Roasters in the UAE and KSA. We look forward to achieving the same success with Paris Baguette,” said Amer Al Ahbabi, CEO of Samaya Food Investments.

“We are excited to collaborate with Samaya Food Investments to bring Paris Baguette’s distinctive offerings to the UAE. In 2024, BFI will expand into Thailand and Brunei as part of our strategic growth in the ASEAN region. This new partnership in the UAE marks a pivotal step as we extend our footprint beyond ASEAN and venture into the dynamic Middle Eastern market,” said Dato’ Sydney Quays, Group CEO of Berjaya Food Berhad.

Samaya Food Investments LLC, based in Abu Dhabi, is a specialized food and beverage company within a holding group.

It focuses on acquiring, managing, and expanding global franchise brands through strategic investments and partnerships, aiming to enhance dining experiences and drive market leadership in the region.

Berjaya Food Berhad (BFood), established in 2009 and listed on Bursa Malaysia in 2011, operates Starbucks in Malaysia, Brunei, and the Nordics, Paris Baguette in Malaysia and the Philippines, and Kenny Rogers Roasters in Malaysia.

The company oversees over 400 Starbucks stores, 17 Paris Baguette outlets, and 50 Kenny Rogers Roasters locations.

Established in 1988, Paris Baguette is the flagship brand of the SPC Group, a South Korean food company.

With over 4,000 locations worldwide across 12 countries, Paris Baguette is committed to blending traditional French baking techniques with modern innovation to deliver a diverse range of products, including breads, pastries, cakes, and beverages, that appeal to a broad audience.

Paris Baguette officially commenced production in February at its new regional manufacturing facility in Johor, Malaysia.

The facility, which cost approximately US$29.6M, began construction in 2022 and is Paris Baguette’s first halal-certified bakery manufacturing and distribution center.

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