Alta Semper Acquires Majority Stake in UAE-Based Sports Nutrition Leader Nature’s Rule
Alta Semper, a London-based private equity firm specializing in healthcare and consumer investments across high-growth markets, has signed definitive agreements to acquire a majority stake in Nature’s Rule, a leading sports nutrition and dietary supplements company headquartered in the UAE with a strong manufacturing footprint in Egypt.
The investment is being made through Prowell Holding, the parent company of Nature’s Rule, which operates the largest fully dedicated sports nutrition and dietary supplements manufacturing facility in the Middle East and North Africa (MENA) region. The platform is supported by advanced in-house research and development capabilities and serves both private-label clients and proprietary brands.
Among its proprietary offerings is Redrex, Nature’s Rule’s flagship sports nutrition brand, developed in collaboration with renowned bodybuilding champion Mamdouh Elssbiay, widely known as “Big Ramy.”
Following the transaction, Nature’s Rule’s founders will retain a significant ownership stake and continue to lead the company. Alta Semper and the management team plan to execute a focused value-creation strategy aimed at expanding the product portfolio into broader health and wellness categories, entering new geographic markets, and strengthening the company’s institutional capabilities through enhanced governance and strategic partnerships.
A key pillar of the partnership will be the development of affordable, nutritionally fortified products designed to address micronutrient deficiencies in underserved communities across the region.
Commenting on the transaction, Kareem Ghaly, Director and Head of North Africa at Alta Semper, highlighted Nature’s Rule’s strong market position, diversified export base, and cost-advantaged manufacturing platform, noting the firm’s ambition to scale the business into a pan-regional leader.
Nature’s Rule Co-Founders Mohammad Hammoudi and Mahmoud Sewilam described the investment as a pivotal milestone, emphasizing alignment with Alta Semper’s long-term vision and its expertise in building resilient, institutional-grade platforms.
Big Ramy, Co-Founder of Nature’s Rule, added that the partnership reinforces the company’s longstanding commitment to quality, credibility, and sustainable growth.
Afsane Jetha, Managing Partner and CEO of Alta Semper, noted that the company’s growth reflects the global shift toward health and wellness and the increasing strength of trusted local brands in growth markets.
Alta Semper was advised by Krossing Legal, Matouk Bassiouny & Hennawy, Saleh, Barsoum & Abdel-Aziz, Amra Health, and IBIS Consulting. Nexus Capital served as financial advisor to the founders, with support from Amr & Partners.
The transaction remains subject to customary closing conditions and regulatory approvals.
About Alta Semper Capital
Founded in 2015, Alta Semper is committed to democratising access to generational health and well-being across growth markets. The firm deploys strategic capital to support market-leading, high-impact businesses in the healthcare, consumer health, and health-tech sectors, with a particular focus on Africa.
About Nature’s Rule
Nature’s Rule, is a leading sports nutrition and dietary supplements group headquartered in the UAE, operating the region’s largest Egypt-based manufacturing facility and serves customers across MENA and internationally.
