Jumlaty and Appetito merge to tackle F&B supply chain challenges

10x Industry

Mita Srinivasan
10x Industry
Published:

Jumlaty and Appetito merge to tackle F&B supply chain challenges

The NOMU platform focuses on providing both hospitality brands and consumers with affordability and smart pricing of F&B products by directly sourcing from FMCG companies on behalf of customers, storing the goods in its warehouse and delivering directly to the customers, ultimately providing wholesale bundles at the best price guaranteed. The company has rapidly expanded to four countries - Saudi Arabia, Egypt, Tunisia and Morocco - with plans to expand into 10 additional markets by 2024.

NOMU, a holding group created from the merger of Jumlaty and Appetito, has launched a food-tech supply chain platform in the MENA region to “reinvent” groceries for families and homegrown F&B professionals. Soft-launched in 2022, the platform went through a pilot phase for a year and hopes to tackle some of the F&B supply chain issues by offering a comprehensive solution that streamlines the supply chain and allows for seamless communication and data sharing.

Saudi-based Jumlaty is an end-to-end supply chain as a service solution for small and medium restaurants, a one stop shop aggregator of all major food suppliers. The Jumlaty brand is now expanding into North Africa and taking over all existing B2B offerings. Egypt-based Appetito, is an on-demand online supermarket tailored for families and focused on reliability rather than speed. Leveraging AI dynamic pricing, group buying and chat ordering to enhance the shopping experience, the Appetito brand is now expanding into Saudi Arabia and taking over all existing B2C operations.

The food tech supply chain industry in the region has long been fragmented with challenges in both the B2B and B2C sectors with sourcing food; lack of data sharing, increased costs, product shortages, and unreliable delivery promises. The NOMU platform focuses on providing both hospitality brands and consumers with affordability and smart pricing of F&B products by directly sourcing from FMCG companies on behalf of customers, storing the goods in its warehouse and delivering directly to the customers, ultimately providing wholesale bundles at the best price guaranteed.

Additionally, the company offers reliability and speed when delivering F&B products, with a capacity to deliver within one hour to next day using a smart grid of warehouses to accommodate approximately 100,000 F&B businesses and 30 million people. To further provide a valuable experience, the platform presents embedded financing on both its consumer and professionals app, whereby users can transfer credits and payments via the NOMU community, earn points and redeem unique offers, and also pay the bill.

Since its inception in 2022, the company has rapidly expanded to four countries; The Kingdom of Saudi Arabia, Egypt, Tunisia and Morocco, with plans to expand into 10 additional markets by 2024.

Salman Attieh, CEO of Jumlaty, now Chairman of NOMU, stated, “NOMU is on a mission to fixing a major issue within the hospitality industry, a gap in the market that has yet to be solved. Our aim is to reinvent the grocery supply chain, focusing on reliability, speed, and affordability, to build a solid reputation and a loyal customer base of families and F&B professionals. The merge between Jumlaty and Appetito will set us on the path to reach SAR 200 Million in revenue and positive EBITDA within 2023, with important synergies on the tech, marketing and procurement fronts.”

NOMU is located in Riyadh, with a holding structure in Abu Dhabi's International Financial Centre, with ambitions to cover Pakistan and key sub-Saharan countries in the near future.