Alta Semper Acquires Majority Stake in Nature’s Rule to Accelerate Growth in Sports Nutrition and Health Markets
Alta Semper, a London-based private equity firm specializing in healthcare and consumer investments in high-growth markets, today announced the signing of definitive agreements to acquire a majority stake in Nature’s Rule, a leading sports nutrition and dietary supplement company headquartered in the United Arab Emirates, with a robust manufacturing presence in Egypt.
The acquisition targets Prowell Holding, the parent company of Nature’s Rule, which operates the largest manufacturing facility in the MENA region dedicated exclusively to sports nutrition and dietary supplements. The facility’s scale, coupled with its in-house research and development capabilities, allows Nature’s Rule to produce both proprietary and private-label products. Among its portfolio, the company’s flagship brand, Redrex, has established itself as a market leader in the sports nutrition segment. Redrex was developed in collaboration with global bodybuilding icon Mamdouh Elssbiay, popularly known as “Big Ramy”, lending both credibility and global appeal to the brand.
Under the terms of the deal, the founders of Nature’s Rule will retain a significant stake in the business and continue to lead its operations. The partnership with Alta Semper is expected to drive strategic growth, expand product offerings into broader health and wellness categories, and strengthen the company’s operational and institutional foundations. The alliance will also prioritize the development of affordable, nutritionally fortified products aimed at addressing micronutrient deficiencies in underserved communities, reflecting a commitment to social impact alongside commercial growth.
Kareem Ghaly, Director and Head of North Africa at Alta Semper, emphasized the strategic rationale behind the investment:
Nature’s Rule is a benchmark in the sports nutrition and supplement sector, combining strong proprietary brands, a diversified export footprint, and a manufacturing platform with inherent structural advantages. We are delighted to partner with the founders to scale the business and position it as a regional and pan-European leader.”
The co-founders of Nature’s Rule, Mohammad Hammoudi and Mahmoud Sewilam, highlighted the significance of the transaction:
This transaction represents a decisive milestone for Nature’s Rule. Alta Semper shares our long-term vision and brings the strategic expertise needed to strengthen the institutional framework of the company, ensuring sustainable growth for years to come.”
Big Ramy, co-founder and global ambassador for Nature’s Rule, added:
We have always prioritized quality, credibility, and excellence in everything we do. This alliance allows us to scale that vision from a more institutional and global perspective, ensuring that our products reach new markets while maintaining the highest standards.”
Afsane Jetha, Managing Partner and CEO of Alta Semper, concluded:
Nature’s Rule’s success is a reflection of the broader global shift towards health and wellness, as well as the enduring strength of trusted local brands in growth markets. We are excited about this next phase of expansion and the opportunity to support the company in achieving its ambitious growth objectives.”
The transaction was supported by a team of leading advisors. Alta Semper was advised by Krossing Legal; Matouk Bassiouny & Hennawy; Saleh, Barsoum & Abdel-Aziz; Amra Health; and IBIS Consulting. On the financial side, Nexus Capital acted as financial advisor to the founders, with support from Amr & Partners.
The acquisition remains subject to customary closing conditions and applicable regulatory approvals, after which the partnership will formally commence, marking a new chapter in Nature’s Rule’s journey to becoming a pan-regional leader in sports nutrition and wellness solutions.
This move underscores the growing investor interest in health, wellness, and nutritional products in the MENA region and beyond, where demand is being driven by increasing health awareness, rising fitness trends, and a shift toward scientifically backed, high-quality nutritional supplements.
About Alta Semper Capital
Founded in 2015, Alta Semper is committed to democratizing access to long-term health and wellness in emerging markets. The firm deploys strategic capital to support leading, high-impact companies in the healthcare, consumer health, and health technology sectors, with a particular focus on Africa.
About Nature’s Rule
Nature’s Rule is a leading sports nutrition and dietary supplement group headquartered in the United Arab Emirates, operating the largest manufacturing plant in the region based in Egypt and serving customers in the MENA region and internationally.
