Legacy and scale Rifai is an iconic Lebanese snack brand with a long-standing heritage since 1948 and a state-of-the-art factory employing over 200 staff, signaling strong production capacity and established brand trust that can be leveraged for wholesale, distribution partnerships, and regional expansions.

Growth and investment Acquired by MERIT in 2021 to accelerate growth, presenting an opportunity to align with a growth-focused investor-backed strategy, explore co-branded products, international expansion, and new channel partnerships.

Digital and marketing Active use of ecommerce and marketing tech (WordPress, Klaviyo, PushOwl, Tawk.to, Google Console) indicates readiness for digital sales acceleration, CRM-driven campaigns, and optimized online ordering partnerships or D2C initiatives.

Innovation frontier Recent foray into NFT marketplace with Zeniq signals openness to digital branding, loyalty programs, and tech-forward campaigns that could be extended to limited-edition products, digital collectibles, or experiential marketing collaborations.

Revenue opportunity Current revenue range and product breadth suggest scalable wholesale and retail opportunities, including regional distribution, private-label possibilities, and new flavor/trend-based SKUs to capitalize on evolving consumer snacking trends.