At a Glance
- Alta Semper gains control of leading MENA sports nutrition manufacturer Nature’s Rule
- Deal strengthens private equity exposure to health and wellness across emerging markets
- Nature’s Rule to expand products, exports and affordable nutrition solutions
London-based private equity firm Alta Semper Capital has signed agreements to acquire a majority stake in Nature’s Rule, a fast-growing sports nutrition and dietary supplements company operating across the UAE and Egypt.
The deal gives Alta Semper a controlling interest in Prowell Holding, Nature’s Rule’s parent company, providing the firm with a platform that combines in-house manufacturing, research and development, and a growing export footprint across the Middle East and North Africa.
The investment provides Alta Semper with a platform that combines in-house manufacturing, research and development, and an expanding export footprint, positioning the firm to benefit from rising demand for health and wellness products across emerging markets.
Deal structure and manufacturing platform
Nature’s Rule supplies a broad range of protein powders, performance supplements and functional nutrition products, serving both private-label clients and its own branded portfolio.
Its vertically integrated manufacturing model allows the company to control quality, pricing and product development, a key advantage in a fragmented regional market.
The company’s flagship brand, Redrex, was developed in collaboration with global bodybuilding figure Mamdouh Elssbiay, known as Big Ramy, helping Nature’s Rule build brand recognition beyond its core markets.
Brands, exports and regional footprint
Nature’s Rule exports to multiple markets across the Middle East and Africa, supported by a growing international distribution network.
Alta Semper said the platform offers significant scope to scale branded products while expanding private-label partnerships with regional and international clients.
Growth strategy and social impact focus
Under the agreement, the founders will retain a significant minority stake and continue to lead day-to-day operations. Alta Semper plans to support the business through portfolio expansion, entry into new geographic markets and the institutionalisation of management systems and strategic partnerships.
A key part of the growth strategy includes developing affordable, nutritionally fortified products aimed at addressing micronutrient deficiencies, particularly in underserved communities, aligning with Alta Semper’s broader focus on investments that combine commercial returns with social impact.
