Is Saudi State-Owned Enterprise Badael Also Promoting Nicotine Pouches?

On October 16, Badael, a nicotine pouch company from Saudi Arabia, said that both consumers and retailers have responded very positively to DZRT nicotine pouches. It also said the company’s mission is to move smokers away from cigarettes and toward healthier alternatives, which is exactly the purpose of nicotine pouches. At present, its products are sold only in Saudi Arabia, but it plans to gradually expand into neighboring countries. The company intends to export DZRT nicotine pouches to Gulf Cooperation Council (GCC) markets such as the United Arab Emirates, Kuwait, and Bahrain, and then use that as a foundation to expand from the Middle East to the global market.

Badael was established in May 2023, and its name means “alternatives” in Arabic. According to the introduction on its official website, Badael is said to be a wholly owned subsidiary of Saudi Arabia’s Public Investment Fund. Sakur shared information about Badael’s stakeholders, saying its investment comes from the Public Investment Fund (PIF), as both parties are committed to a shared vision of improving people’s quality of life. Shortly after the company was established, Badael launched its own nicotine pouch brand, DZRT. The product was first launched on the website and is now also sold in retail stores.