Rifai in Knightsbridge: A Heritage Brand with a Modern Edge

Rifai’s story began in Beirut in 1948, when a small family business started roasting nuts using a dry roasting technique  that quickly became a reference point across Lebanon. Over the decades the brand grew steadily, not through marketing, but because families simply adopted it as part of everyday life. For many Lebanese people, Rifai is tied to memory. It appeared on the table during gatherings, visits and celebrations, and it became a quiet marker of quality that carried through generations.

When I met  CEO Tania Ezzedine in London, her link to that history was unmistakable. “It has been accompanying us since childhood,” she said. “My grandparents, everyone was eating Rifai. It is part of the customer culture in this part of the world.” That sense of continuity underpins everything the brand does today, even as it expands far beyond its original market.

Rifai is now present in around twenty five countries and ninety five airports. It has become an international name, yet the product still begins with the same commitment to sourcing. The company buys raw nuts directly from plantations in Asia, the United States, Spain, Australia..  selecting each crop with precise standards. Those nuts are then dry roasted in the company’s own factories using a proprietary technique that has defined the brand from the beginning. “We are very keen on premium sourcing,” Tania explained. “Each crop is carefully selected. We dry roast with our own method, then add the flavours. It is all done internally.”

From that foundation comes a range that balances tradition with new ideas. The classic pistachios, almonds and cashews remain central to the brand, often combined in the signature mixed kernels blend. Alongside them sit more contemporary flavours such as truffle cashews, chilli cashews, smoked almonds and salted lemon almonds. The company also produces healthier lines, including trail mixes, nut bars and raw nuts, responding to changing tastes while keeping the focus on quality.

Chocolate is now an important part of the business. Through a sister company, Rifai supplies a unique   chocolate range  also produced  in Lebanon. This allows the brand to pair chocolate naturally with its nut expertise. The Dubai chocolate, made with pistachio paste, has become a recent success. “We have a strong expertise  in pistachio,” Tania said. “It made sense to create a chocolate based on a pistachio base. It worked extremely well, including here in London.” I can confirm they are delicious, alongside their chocolate covered Medjool dates which are outstanding. 

Lebanese coffee forms the third core pillar of the brand. 

The Knightsbridge store serves a full range of Lebanese blends alongside the more familiar coffees Londoners order every day. Some choose a traditional Lebanese brew, others start with something more familiar and work their way across the menu. I tried the pistachio latte, prepared with a generous spoon of pistachio paste, which was very enjoyable. It showed how naturally the brand’s strength in nuts carries across into its coffee range.

The decision to invest in the United Kingdom was straightforward. “The UK is a very interesting food scene,” Tania said. “It is at the forefront of innovation. There is also a strong focus on health and eating well, and this category is growing.” The brand chose Knightsbridge for its first British store, a place that attracts both local residents and international visitors. The aim was not only to sell products, but to create a space that represents the brand itself.

The result is a calm, bright store that offers roasted nuts, chocolate, dates and Lebanese coffee in a clean layout. Customers are encouraged to taste and the staff offer samples openly and guide people through the different mixes and flavours. “We want customers to live and enjoy  the Rifai experience,” Tania said. “This is not a commodity. It is something to taste, discover and enjoy.”

The create your own mix counter has become a particular attraction. Customers buy by weight and assemble their own blend, essentially a pick and mix. Many choose the signature mixed selection. Others experiment with truffle, chilli, smoked or citrus coated nuts. The flexibility appeals to both newcomers and people who already know the brand well.

Gifting is another significant part of the business. Rifai produces seasonal collections for Christmas, Ramadan, Easter, Diwali and other celebrations. Corporate gifting is increasing, with customers mixing nuts, chocolate and coffee in the same box. Online ordering is available through both delivery platforms and the Rifai website, making repeat purchases straightforward. The packaging and presentation are well considered, with the clear box of nuts divided into four sections standing out in particular. It looks smart, presents the range neatly, and is genuinely useful long after the nuts are finished.

Rifai is also well established in Harrods, where it built a following even before the Knightsbridge store opened. The long term plan is to continue expanding across London and the wider UK, through both new stores and partnerships with hotels and restaurants. “We want to be the leader in the  premium snacking segment ” Tania said. “A global brand that brings Lebanese craftsmanship and quality to an international audience.”

During my time at the store, I witnessed people arriving for a quick coffee, others browsing slowly, and a few came with clear intentions, selecting precise quantities of their preferred nuts. The atmosphere remained steady and unhurried. A small, calm space in a busy part of London. And a clear reflection of what Rifai stands for. A heritage brand that has grown confidently, without losing the qualities that made it distinctive in the first place.