Unilever expands Saudi operations with new OMO Liquid production line
The facility supports Unilever’s net zero emissions goal by 2039 across its value chain.
SAUDI ARABIA – Unilever has inaugurated a new production line for OMO Liquid detergent at its Binzagr Unilever Limited (BUL) factory in Jeddah, Saudi Arabia, expanding its home care manufacturing footprint in the region.
This state-of-the-art, digitally enabled facility positions the Jeddah site as a Middle East export hub, with over half of its output allocated to regional markets and the remainder to local demand.
The inauguration was attended by representatives from Saudi Arabia’s Ministry of Industry and Mineral Resources, Modon, and Saudi Exports. Eng. Saad Alshareef, Assistant Deputy Minister for Sectorial Development, highlighted the project’s role in advancing high-value manufacturing, localization, and exports to support economic diversification.
Ali Fuat Orhonoğlu, Unilever Home Care General Manager for Pakistan, Türkiye, GCC, and Bangladesh, emphasized on this investments, stating, “Our investment in advanced technologies and sustainable production to produce our much-loved OMO Liquid detergent in Saudi Arabia reflects how we are rethinking manufacturing to support the country’s next phase of industrial growth as part of Saudi Vision 2030.”
“We are prioritizing embedding advanced technology and building resilient local supply chains to service the region from our hub in Saudi Arabia.”
The OMO Liquid formula targets local needs, performing effectively on abaya fabrics and in regional water conditions while using recyclable PE bottles and biodegradable ingredients.
According to Unilever, production localizes key inputs like petroleum-based materials and packaging, reducing import reliance and boosting national supply chains.
The line builds on the BUL factory’s 175,000-ton annual capacity, serving over 26 countries across five continents.
Saudi Arabia’s laundry care market is valued at over USD 1 billion and is projected to grow steadily, reaching about USD 1.45 billion by 2030 at a CAGR of 5.3%, according to 6WResearch.
The growth is driven by rising disposable incomes, widespread adoption of washing machines, and demand for eco‑friendly liquid detergents and fabric softeners.
The Jeddah facility has maintained zero waste to landfill since 2015, incorporates solar power for offices, and has earned awards for sustainability and digital transformation, including top honours at the 2024 MODON Excellence Awards.
Unilever’s presence in Saudi Arabia dates to the 1930s, with local manufacturing via the Binzagr joint venture since 1978; this follows recent expansions like JIF spray and deodorant stick lines.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
