Alta Semper to acquire a majority stake in Nature’s Rule
The business is a sports nutrition and dietary supplements company with an established manufacturing presence in Egypt.
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Alta Semper, a London-based private equity firm focused on healthcare and consumer investments across growth markets, has signed agreements to acquire a majority stake in Nature’s Rule. The business is a sports nutrition and dietary supplements company headquartered in the UAE, with an established manufacturing presence in Egypt.
The acquisition is a majority investment in Prowell Holding, the parent company of Nature’s Rule, the operator of the largest fully dedicated sports nutrition and dietary supplements manufacturing facility in MENA. The company’s infrastructure and in-house R&D capabilities support a portfolio of private-label clients and proprietary brands, including Redrex, its flagship sports nutrition brand developed in collaboration with global bodybuilding icon Mamdouh Elssbiay (Big Ramy).
The founders will retain a significant stake and continue to lead the business. The partnership will execute a focused value-creation plan to expand the product portfolio into broader health and wellness categories, enter new markets, and further institutionalise the platform through enhanced management and strategic partnerships. A core priority will be the development of affordable, nutritionally fortified products to address micronutrient deficiencies across underserved communities.
Kareem Ghaly, director and 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.”
Afsane Jetha, managing partner and CEO of Alta Semper, added: “The company’s success reflects the global pivot toward health and wellness and the strength of trusted local brands across growth markets and we are excited about this next phase of growth.”
The transaction is subject to customary closing conditions and regulatory approvals.
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Strong play on MENA's wellness market tailwinds. The Big Ramy brand collab is clever positioning - leveraging local sports icons for credibiltiy in a category that's still building consumer trust. What stands out is the vertically integrated manufact uring setup, which should give them pricing power when expanding into adjacent wellness categories. The founder retention piece matters too given how relationship-driven distribution channels are in the region.