Alta Semper, a London‑based private equity firm specializing in healthcare and consumer‑focused investments across high‑growth markets, has entered into binding agreements to acquire a controlling stake in Nature’s Rule. Nature’s Rule is a leading sports nutrition and dietary supplements company headquartered in the United Arab Emirates, with a significant and well‑established manufacturing base in Egypt.
The investment represents the acquisition of a majority stake in Prowell Holding, the parent company of Nature’s Rule. Prowell operates the largest fully dedicated sports nutrition and dietary supplements manufacturing facility in the Middle East and North Africa (MENA). Its vertically integrated infrastructure—supported by strong in‑house research and development capabilities—enables the company to serve a broad portfolio of private‑label clients as well as its own proprietary brands. Among these is Redrex, the company’s flagship sports nutrition line developed in partnership with global bodybuilding champion Mamdouh Elssbiay, widely known as Big Ramy.
Nature’s Rule’s founders will retain a meaningful shareholding in the business and continue to drive its strategic and operational direction. Together with Alta Semper, they plan to implement a targeted value‑creation strategy aimed at expanding the company’s product range into wider health and wellness categories, deepening penetration into new regional and international markets, and further institutionalising the organisation through strengthened management systems and strategic collaborations. A central component of the growth agenda will be the development of affordable, nutrient‑dense products designed to address widespread micronutrient deficiencies in underserved communities.
Commenting on the transaction, Kareem Ghaly, Director and Head of North Africa at Alta Semper, stated:
Nature’s Rule is a clear category leader, bringing together strong proprietary brands, a diverse export base, and a structurally advantaged manufacturing platform. We are excited to join forces with the founders to scale the company into a true pan‑regional champion.
Afsane Jetha, Managing Partner and CEO of Alta Semper, added:
The company’s trajectory reflects the global shift toward health and wellness and demonstrates the growing power of trusted local brands in emerging markets. We look forward to supporting the company through its next chapter of growth.
Completion of the transaction remains subject to standard closing conditions and regulatory approvals.
