Alta Semper, a London-based private equity firm specializing in healthcare and consumer investments across high-growth markets, has signed definitive agreements to acquire a majority stake in Nature’s Rule, a leading sports nutrition and dietary supplements company headquartered in the United Arab Emirates. The transaction marks a significant milestone for both organizations and underscores Alta Semper’s continued commitment to backing scalable, purpose-driven platforms across the Middle East, North Africa, and other emerging regions.
The investment is structured as a majority acquisition in Prowell Holding, the parent company of Nature’s Rule. Through this platform, Nature’s Rule operates the largest fully dedicated sports nutrition and dietary supplements manufacturing facility in the MENA region. The company also maintains a strategically important manufacturing footprint in Egypt, enabling it to serve both domestic and international markets efficiently while benefiting from a vertically integrated production model.
Nature’s Rule has built a strong reputation as a trusted partner for both proprietary brands and private-label clients, supported by advanced in-house research and development capabilities. Its state-of-the-art infrastructure allows for end-to-end control over formulation, manufacturing, quality assurance, and regulatory compliance. This integrated approach has positioned the company as a preferred supplier to regional and global customers seeking reliable, high-quality nutritional products.
At the core of Nature’s Rule’s brand portfolio is Redrex, its flagship sports nutrition brand and one of the most recognized names in the regional market. Redrex was developed in collaboration with world-renowned bodybuilding champion Mamdouh Elssbiay, widely known as “Big Ramy.” The brand’s credibility, combined with Nature’s Rule’s manufacturing expertise, has helped it achieve market-leading status across several product categories, including protein supplements, performance nutrition, and recovery solutions.
Following the completion of the transaction, the founders of Nature’s Rule will retain a significant minority stake in the business and continue to lead day-to-day operations. Alta Semper will partner closely with the existing leadership team to implement a focused value-creation strategy aimed at accelerating growth while strengthening the company’s institutional foundations. This partnership model reflects Alta Semper’s philosophy of backing founder-led businesses and supporting them with long-term capital and strategic expertise.
The joint growth plan includes expanding Nature’s Rule’s product portfolio beyond sports nutrition into broader health and wellness categories, such as vitamins, minerals, functional foods, and preventative health solutions. In addition, the company intends to deepen its presence in existing markets while entering new geographies across the Middle East, Africa, and select international export destinations. Strengthening management capabilities, enhancing governance structures, and pursuing strategic partnerships will also be key pillars of the next phase of growth.
A central component of the partnership’s mission will be the development of affordable, nutritionally fortified products designed to address micronutrient deficiencies in underserved communities. This initiative aligns closely with Alta Semper’s impact-driven investment approach, which seeks to generate both strong financial returns and measurable social outcomes, particularly in regions where access to essential nutrition remains a challenge.
Commenting on the transaction, Kareem Ghaly, Director and Head of North Africa at Alta Semper, said that Nature’s Rule represents a clear category leader within the regional nutrition market. He highlighted the company’s combination of strong proprietary brands, a diversified export footprint, and a structurally advantaged manufacturing platform as key factors underpinning Alta Semper’s investment decision. Ghaly added that the firm is excited to partner with the founders to scale the business into a pan-regional leader in health and wellness.
Nature’s Rule co-founders Mohammad Hammoudi and Mahmoud Sewilam described the transaction as a pivotal milestone in the company’s journey. They emphasized that Alta Semper shares their long-term vision and brings the strategic capabilities required to build a more resilient, institutionalized platform capable of sustained growth across multiple markets.
Big Ramy, co-founder of Nature’s Rule and global ambassador for the Redrex brand, noted that quality and credibility have always been central to the company’s identity. He stated that the partnership with Alta Semper represents an important step in scaling that vision through a more institutional framework, while remaining true to the brand’s core values.
Afsane Jetha, Managing Partner and Chief Executive Officer of Alta Semper, concluded that Nature’s Rule’s success reflects the global shift toward health and wellness, as well as the growing strength of trusted local brands in emerging markets. She expressed enthusiasm for supporting the company’s next phase of growth and expanding its impact across the region.
Alta Semper was advised on the transaction by Krossing Legal, Matouk Bassiouny & Hennawy, Saleh, Barsoum & Abdel-Aziz, Amra Health, and IBIS Consulting. Nexus Capital acted as financial advisor to the founders, with additional support from Amr & Partners. The transaction remains subject to customary closing conditions and regulatory approvals
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