Rice to Riches set to launch in Saudi Arabia

Spring United Company, the Arabian Gulf franchisor of the American Rice to Riches trademark, has opened the Gulf's second Rice to Riches program in the Kingdom of Saudi Arabia after its success in Kuwait.

"During the past year, we received numerous requests from our Saudi customers to open a branch in Saudi Arabia, which showed us how passionate a great segment of the Saudi market is about Rice to Riches' rich and exciting products," Abdullatif Al Dosari, CEO of Spring United, said. "We believe that Rice to Riches will be a great success in Saudi Arabia, as it was in Kuwait, due to its wide fan base who constantly visited Kuwait's branch."

Rice to Riches will have two branches in Saudi Arabia: the aforementioned, in Jeddah, and one in Riyadh, which will open by the end of the year. 

"Rice to Riches' opening in Saudi Arabia is a grand step towards the enrichment of the Saudi market through a new product, such as the rice pudding Rice to Riches serves," Abdulilah Al Julaidan, CEO of Tawadu International and representative of Rice to Riches in Saudi Arabia, said.

Rice to Riches opened its first branch in New York City in 2003 to serve a rice pudding dessert. The company opened its first overseas branch in Kuwait in 2015.