A London-based private equity firm specialising in healthcare and consumer sectors has struck a deal to take majority ownership of the Middle East and North Africa region’s largest dedicated sports nutrition manufacturing operation.
Alta Semper announced it has entered into definitive agreements to acquire a controlling interest in Nature’s Rule, a UAE-based sports nutrition and dietary supplements business with production facilities in Egypt. The transaction centres on Prowell Holding, which serves as the parent entity for Nature’s Rule.
The company operates what is described as MENA’s most extensive manufacturing facility devoted exclusively to sports nutrition and dietary supplements. Its infrastructure supports both private-label manufacturing for external clients and its own brand portfolio, which includes in-house research and development capabilities.
Among Nature’s Rule’s proprietary offerings is Redrex, a market-leading sports nutrition brand that was developed in partnership with Mamdouh Elssbiay, the professional bodybuilder known globally as “Big Ramy”. The collaboration has helped establish the brand’s credibility within the competitive sports nutrition market.
Under the terms of the agreement, the founding team will maintain a substantial ownership position and remain at the helm of day-to-day operations. The arrangement reflects a growing trend in private equity transactions where operational expertise of founders is retained alongside new capital and strategic guidance.
The partnership between Alta Semper and Nature’s Rule’s management is expected to pursue an ambitious expansion strategy. Plans include broadening the product range beyond traditional sports nutrition into wider health and wellness categories, as well as geographical expansion into additional markets. The companies also aim to strengthen institutional frameworks through improved management structures and strategic alliances.
A particularly notable element of the growth plan involves developing nutritionally fortified products at accessible price points, targeting micronutrient deficiencies in underserved populations across the region. This social impact dimension aligns with broader healthcare access initiatives in emerging markets.
Kareem Ghaly, Director and Head of North Africa at Alta Semper, highlighted the strategic rationale behind the investment. “Nature’s Rule is a clear category champion, combining strong proprietary brands, a diversified export footprint, and a structurally advantaged manufacturing platform. We are excited to partner with the founders to scale the business into a pan-regional leader,” he said.
The co-founders of Nature’s Rule, Mohammad Hammoudi and Mahmoud Sewilam, framed the deal as a transformational moment for their business. “This transaction marks a pivotal milestone for Nature’s Rule. Alta Semper shares our long-term vision and brings the strategic expertise needed to build a more resilient, institutional platform,” they stated.
Big Ramy, who serves as a co-founder of Nature’s Rule alongside his role as brand ambassador, emphasised continuity in the company’s core values. “We have always stood for quality and credibility. This partnership is an important step in scaling that vision through a more institutional lens,” he added.
Afsane Jetha, Managing Partner and Chief Executive of Alta Semper, positioned the investment within broader consumer trends. “The Company’s success reflects the global pivot toward health & wellness and the strength of trusted local brands across growth markets and we are excited about this next phase of growth,” she concluded.
The deal structure reflects the complexity of cross-border transactions in the region. Alta Semper engaged multiple advisory firms including Krossing Legal, Matouk Bassiouny & Hennawy, Saleh, Barsoum & Abdel-Aziz, Amra Health, and IBIS Consulting. Meanwhile, the founders were represented by Nexus Capital as financial adviser, with legal support from Amr & Partners.
Completion of the acquisition remains conditional on standard closing requirements and obtaining necessary regulatory approvals from relevant authorities. No timeline for finalisation has been disclosed, though such processes typically take several months in the MENA region depending on jurisdictional requirements.
Alta Semper’s focus on healthcare and consumer investments in growth markets has seen the firm actively pursue opportunities across emerging economies where rising middle-class populations are driving demand for health and wellness products. The Nature’s Rule transaction represents a continuation of this investment thesis, targeting a sector experiencing significant expansion as consumer awareness of nutrition and fitness increases throughout the Middle East and North Africa.
The sports nutrition and dietary supplements market in MENA has experienced robust growth in recent years, driven by increasing health consciousness, rising disposable incomes, and growing participation in fitness activities. Local manufacturing capabilities, such as those possessed by Nature’s Rule, offer advantages in terms of supply chain control, cost efficiency, and the ability to tailor products to regional preferences and regulatory requirements.