Alta Semper announced it has signed definitive agreements to acquire a majority stake in Nature’s Rule, a UAE-headquartered sports nutrition and dietary supplements company with manufacturing operations in Egypt, in a deal that underscores private equity’s growing focus on health and wellness brands across emerging markets.
The transaction will be structured as a majority investment in Prowell Holding, Nature’s Rule’s parent company. Alta Semper described the platform as operating the largest fully dedicated sports nutrition and dietary supplements manufacturing facility in the Middle East and North Africa, supported by in-house R&D and a portfolio that spans private-label customers and proprietary brands.
Nature’s Rule’s brand lineup includes Redrex, which the company positions as its flagship sports nutrition label and says was developed in collaboration with Mamdouh Elssbiay, known globally as “Big Ramy.” Alta Semper and the founders framed the investment as an effort to scale a manufacturing-anchored platform with established export reach across MENA and international markets.
Under the agreements, Nature’s Rule’s founders will retain a significant ownership stake and continue to lead the business. The partners said their value-creation plan will prioritize expanding the product lineup into broader health and wellness categories, entering additional geographies, and further institutionalizing the company through management enhancements and strategic partnerships.
A stated operational priority will be the development of lower-cost, nutritionally fortified products to address micronutrient deficiencies in underserved communities, aligning the deal with Alta Semper’s broader strategy of backing healthcare and consumer health businesses across growth markets, particularly in Africa.
Support: Alta Semper was advised by Krossing Legal, Matouk Bassiouny & Hennawy, Saleh, Barsoum & Abdel-Aziz, Amra Health, and IBIS Consulting. The founders were advised by Nexus Capital, supported by Amr & Partners. The transaction remains subject to customary closing conditions and regulatory approvals.
KEY QUOTES:
“Nature’s Rule is a clear category champion, combining strong proprietary brands, a diversified export footprint, and a structurally advantaged manufacturing platform. We are excited to partner with the founders to scale the business into a pan-regional leader.”
Kareem Ghaly, Director & Head of North Africa, Alta Semper
“This transaction marks a pivotal milestone for Nature’s Rule. Alta Semper shares our long-term vision and brings the strategic expertise needed to build a more resilient, institutional platform.”
Mohammad Hammoudi and Mahmoud Sewilam, Co-Founders, Nature’s Rule
“We have always stood for quality and credibility. This partnership is an important step in scaling that vision through a more institutional lens.”
Mamdouh Elssbiay (“Big Ramy”), Co-Founder, Nature’s Rule
“The Company’s success reflects the global pivot toward health & wellness and the strength of trusted local brands across growth markets and we are excited about this next phase of growth.”
Afsane Jetha, Managing Partner & CEO, Alta Semper
