Each Brand Tells
A Unique Success Story
AMS Baeshen & Co’s rich heritage, continuing evolution and dedication to innovation centers on a product base that boasts some of Saudi Arabia’s best-known brands. From Rabea’s market-lead full-leaf loose teas, to the cubed-sugar dominance, the Bee brand, to the eco-friendly Alhamra charcoal, our brands enjoy immense popularity at home and a respectable market share in Saudi Arabia and regionally. Not content to depend solely on past success, the company continues to break new ground as it reacts to and provides for the changing tastes and needs of a modernizing MENA region population.
Named one of the top 100 Saudi brands in 2013, Rabea rightly lays claim to the slogan “The Authentic House of Teas.” In Addition, “Extra Strong” Rabea Tea has also won the highly commended prize at Gulfood Awards 2014 in the Best New Beverage Product Category.
Over the years, its product line has expanded to meet the needs of the diverse taste profiles of the region. The brand’s distinct packaging is prominently displayed in supermarkets across the Kingdom.
Rabea was trademarked in 1969 as a long-leaf tea grown and packed in Sri Lanka. It was originally shipped to and sold in Saudi Arabia in wooden caskets. Today, Rabea is a blend of teas from various growing regions around the world and is sold in supermarkets in containers specially designed to ensure freshness and continued purity of flavor.
One of Saudi Arabia’s most iconic brand names, Abu Jabal has been available in the Saudi market since 1920 when it was sourced and packed exclusively in Sri Lanka. Highly popular since its debut almost 100 years ago, Abu Jabal still sets the standard for long-leaf in Saudi Arabia and is the main reason that AMS Baeshen & Co. continues to command a significant position in the premium long leaf loose tea market.
Saudi Arabia’s top-selling cubed sugar, Bee comes in regular cubes, mini cubes and novelty-shaped cubes, distinguishing it from all other brands on the market. AMS Baeshen sources the high-quality sugar from France, Belgium and Germany, where the unique hard cubes are packed and then shipped to the Kingdom.
This brand of charcoal is excellent has an excellent range of products which are suitable for a backyard barbeque, a bowlful of shisha or to be used with scented wood (bukhoor). Some of its variants use coconut shells as its base ingredient, making Alhamra an ecofriendly charcoal in addition to being efficient and effective.