We are constantly seeking opportunities for innovation; committed to continuously developing new products, and creative methods and solutions that allow us to provide our customers with products that fit their lifestyles. Changing consumer lifestyles and preferences in old and new generations dictate to open to change, and as a result we have created new products, in addition to revamping and introducing new line extensions for some of our existing products, so that they may better suit the needs and requirements of our customer base. These changes come by way of everything from product formats to packaging sizes and technology to tastes and varieties. 

El Rashidi El Mizan innovations have also extended to the production systems. We have modernized our processes and have utilized state-of-the-art machinery and equipment as part of our efforts to stay in par with global trends.