About Us
A premium FMCG brand built for the global table.
SOFMA — Sooo Good — is the flagship grocery brand of KNA Group (Kaushar Nayabali General Trading L.L.C), headquartered on the 30th floor of Eta Star's Al Manara Tower, Business Bay, Dubai. We design, source and export premium FMCG products that delight shoppers and grow sales for our distribution partners.
Our story
From Dubai, to every shelf worth being on.
We started with a simple belief: quality should travel. Today SOFMA spans six categories — beverages, food essentials, snacks & confectionery, protein foods, breakfast cereals and household products — with packaging engineered for international retail.
Every SKU is produced in certified facilities under strict QC. Every shipment leaves Jebel Ali with complete export documentation, certifications and labeling tuned for the destination market.
40+
Countries served
14+
Hero SKUs
200+
Active distributors
100%
Halal certified
Mission
Make premium-quality everyday groceries accessible to families everywhere, through reliable export partnerships.
Vision
To be the most trusted FMCG export brand from the Middle East — known for consistency, transparency and partner success.
Values
Quality without compromise. Partnerships built on trust. Continuous innovation across products and packaging.