On May 1, 2025, Ali Bin Ali’s International Agencies officially assumed the sole distribution of the Wrigley portfolio in Qatar, marking a significant milestone in its long-standing partnership with Mars. This integration strengthened International Agencies’ leadership in the confectionery sector by bringing iconic Wrigley brands—EXTRA®, Skittles®, Starburst®, and more—into its portfolio alongside existing Mars products.
The successful launch was the result of years of careful planning and intensive collaboration across multiple departments. During the critical six months before the go-live date, the team broke internal records to meet the tight deadlines, culminating in the first market transaction with Monoprix, symbolizing the new portfolio’s strong market entry.
Remarking the milestone, the General Manager of International Agencies, Mr. George El Hajj, lamented, “Bringing Mars and Wrigley under one unified business enables us to streamline operations, enhance market presence, and deliver greater value to our customers. The seamless transition reflects the dedication and collaboration of every function involved.”
Behind the scenes, teams in supply chain, legal, finance, and human resources overcame challenges such as tight lead times, regulatory approvals, pricing finalization, and talent recruitment to ensure a smooth handover. Special recognition was given to project consultant Mr. Malak Ismail, who guided critical work streams to completion.
From production perspective, Ali Bin Ali’s COO of FMCG Division, Mr. Wadih Antoine Kazan, added, “This integration reinforced our commitment to operational excellence and quality assurance. Coordinating across functions ensures that every product reaches the shelves on time, meeting both internal standards and consumer expectations.”
With all sales channels activated on day one—including modern trade, traditional outlets, impulse points, petrol stations, and e-commerce—the initiative received highly positive early market feedback. While some deliverables like fleet expansion and stock optimization are ongoing, Ali Bin Ali’s International Agencies outlook for 2025 remains confident and optimistic.
