Saudi Arabia’s Modern Products Company (MPC) and its sister outfit Modern Industries Company (MIC) are well known in the region for producing and marketing some of the most recognisable household brands.

Working closely with their joint venture partner Procter and Gamble, the two companies have cut a marketing swathe that goes beyond the Gulf region to embrace markets as distant as Russia. Combined sales exceed SR2 billion and more than half of that is accounted for by exports.

Riyadh Governor Prince Salman bin Abdul Aziz recently presented MPC with an award during the Top 100 GCC companies’ conference in Riyadh.

“We are honoured to receive this award which recognises our leadership role in Saudi Arabia’s industrial sector,” said Osama Abudawood who received the award on behalf of the chairman of the company Shaikh Ismail Abudawood.

Osama recalled that the detergent Tide was first manufactured by MPC way back in 1961.

The two companies’ brands are: fabric and homecare products - Tide, Ariel, Bonux, Downy and Fairy; paper products - Pampers and Always; food product - Pringles; hair care products -  Pantene, Head and Shoulders, Pert Plus, Herbal Essence and Clairol; health & personal beauty  products - Crest, Camay, Zest, Vicks and Olay.

MPC first launched its Always production line in 1987. It has been expanded several times and in the latest upgrade completed recently the company invested more than SR10 million, making it the largest production line of its kind in the region.
Vicks was introduced to the Saudi market more than 25 years ago and its range extends from cooling and soothing throat drops to skin and nasal products for relieving coughs and a congested nose.

Pringles was launched in Saudi Arabia in February 1999 and this was shortly followed by an expansion to the rest of the GCC countries. In only four years Pringles has been able to attract a large consumer base and is now one of the leading snack brands in the GCC with more than six flavours.

Exports from the two companies go to markets in the Middle East, the former Soviet Union countries, Pakistan, Hong Kong, Yugoslavia and Romania

Where possible, the two companies use local raw materials. About SR180 million is spent annually only for purchasing raw materials from local sources, some of whom have evolved to become international suppliers for Procter & Gamble plants around the world.
The companies’ human resources department invests annually SR30 million on training, many of the staff going on assignments in other Procter & Gamble offices worldwide.