Alta Semper, a UK-based private equity firm, has signed definitive agreements to acquire a controlling interest in Nature’s Rule, a UAE-based sports nutrition and dietary supplements company.
Financial terms of the transaction were not disclosed. Completion is subject to customary closing conditions and regulatory approvals.
Nature’s Rule produces its products in Egypt, and the acquisition involves a majority investment in its parent company, Prowell Holding.
The group operates what is described as the “largest” fully dedicated sports nutrition and dietary supplements manufacturing facility in the Middle East and North Africa (MENA) region.
Its production platform and in-house research and development support both its own branded products and a private-label business serving external customers.
One of the company’s brands is Redrex, developed in collaboration with professional bodybuilder Mamdouh Elssbiay, known as “Big Ramy”.
Following completion, the founders of Nature’s Rule will retain a minority share and continue to manage day-to-day operations.
Nature’s Rule co-founders Mohammad Hammoudi and Mahmoud Sewilam said: “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.”
Alta Semper also highlighted plans to develop low-cost fortified nutritional products targeting micronutrient deficiencies in underserved communities.
Alta Semper North Africa director & head Kareem Ghaly added: “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.”
The acquisition comes after a series of recent transactions in the broader nutrition and ingredients sector.
In December last year, Italian food ingredients company Nexture agreed to acquire Sipral Padana, a domestic producer and distributor of “value-added” food ingredients.
The deal value was not revealed and is scheduled to complete in the first half of this year, pending regulatory clearance and standard closing conditions.
In the same month, Entheon Biomedical signed a binding letter of intent to purchase all issued and outstanding shares of Canadian nutraceutical group Nutravisor.
The all-share transaction is valued at approximately C$40m ($29.16m), with Nutravisor set to become the operating business of the merged entity.
