Al Maddah was one of the first traders who imported biscuits and sweets from European factories to the Saudi market at a time when the confectionery industry was limited to home production. The products of Al Maddah were distinguished by quality and authenticity and continued to gain Saudi consumers’ confidence to date. Today, Al Maddah Trading Group is a consumer-centric company that provides high-quality foods and confectionery products by being performance & innovation-driven. Our products are manufactured from natural ingredients. The international standards apply across our manufacturing and packaging methodologies to ensure the quality, freshness, and safety of our valuable products. Falling under Al Maddah Trading Group are two sister companies: Serra International and AlShaela logistics and distribution.