United Food Industries Corporation, a leading manufacturer of biscuits, confectionery, and snacks in Saudi Arabia, has appointed Mohammed Khalid Alakeel as its new Chief Executive Officer. This move is part of a strategic leadership transition as Deemah aims for sustained growth and global expansion. Abdul Aziz Alakeel, the company’s founder and long-serving CEO, will continue to serve as Chairman of the Board of Directors.
Established in 1984, Deemah holds a commanding market share across key categories in Saudi Arabia and exports its products to over 50 countries worldwide. With a workforce of more than 1,500 employees and a fully automated manufacturing footprint, Deemah’s portfolio includes a wide array of high-quality snacks and confectionery products that have made it a household name.
Mohammed Alakeel has spent his entire career at Deemah, starting as a management trainee and rising through the ranks to lead shared services, where he oversaw human resources and information technology. As Chief Sales and Marketing Officer since 2019, he has spearheaded transformative initiatives that revitalized the company’s distribution, sales, and marketing strategies, driving growth and strengthening Deemah’s position in the market.
Chairman Abdul Aziz Alakeel commented: “Since our founding over 40 years ago, Deemah has become a brand synonymous with quality and innovation for consumers in Saudi Arabia and beyond. As we embark on the next phase of our journey, the Board and I believe Mohammed’s strategic vision and proven leadership will propel Deemah to new heights. We remain committed to supporting his efforts as he leads the company into its next era of success”.
Under Mohammed's leadership, Deemah will focus on investing in research and development to introduce innovative products across various categories, including healthier snacks and high-protein options, in response to changing consumer preferences. The company will strengthen its core businesses, such as biscuits and cakes, while expanding its presence in high-growth segments like snacks. Significant investments will be made to increase production capacity, while ongoing efforts to optimize operational efficiency will ensure consistent product availability across all markets. Furthermore, Deemah will embrace technology to enhance operations and customer engagement, driving a digital transformation to support sustainable growth.
“I am honored by the Board’s trust and excited to lead Deemah during this pivotal time,” said Mohammed Alakeel. “Our goal is to continue delivering high-quality products while expanding our reach globally. We will focus on innovation, operational excellence, and maintaining the trust of millions of consumers who enjoy our products every day”.