Alta Semper acquires majority stake in UAE-based Nature’s Rule

Alta Semper, a London-based private equity firm focused on healthcare and consumer investments in growth markets, has signed definitive agreements to acquire a majority stake in Nature’s Rule, a leading sports nutrition and dietary supplements business headquartered in the UAE with manufacturing operations in Egypt.

The transaction involves a majority investment in Prowell Holding, the parent company of Nature’s Rule, which operates what it describes as the largest fully dedicated sports nutrition and dietary supplements manufacturing facility in the Middle East and North Africa.

Alta Semper acquires majority in Nature’s Rule

Founded by Mohammad Hammoudi and Mahmoud Sewilam, Nature’s Rule serves both private-label clients and its own proprietary brands, including Redrex, a flagship sports nutrition brand developed in collaboration with professional bodybuilder Mamdouh Elssbiay, widely known as Big Ramy. The company combines in-house research and development with a diversified export footprint across the region and international markets.

Under the agreement, the founders will retain a significant minority stake and continue to lead the business. Together with Alta Semper, they plan to pursue a value-creation strategy focused on expanding into broader health and wellness categories, entering new geographic markets, and further institutionalising the platform through enhanced governance and strategic partnerships.

A key priority will be the development of affordable, nutritionally fortified products aimed at addressing micronutrient deficiencies in underserved communities.

Kareem Ghaly, Director & Head of North Africa at Alta Semper, said: “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.”

Mohammad Hammoudi and Mahmoud Sewilam, co-founders of Nature’s Rule, said: “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.”

Big Ramy, Co-Founder of Nature’s Rule, said: “We have always stood for quality and credibility. This partnership is an important step in scaling that vision through a more institutional lens.”

The transaction remains subject to customary closing conditions and regulatory approvals.