Al Haj Mahmoud Habibah & Sons, more famously known as Habibah Sweets, is one of Jordan’s most iconic confectionery brands, established in 1951 in the heart of downtown Amman. With a legacy spanning over seven decades, Habibah Sweets is synonymous with authentic Middle Eastern desserts, particularly traditional Arabic sweets such as Kunafa, Maamoul, and Halawet El Jibn. The company is widely regarded as a cultural and culinary institution in Jordan and a respected exporter of oriental sweets worldwide.
Core Business
Habibah Sweets operates in the traditional confectionery and dessert sector. The company is involved in the manufacturing, retailing, and distribution of premium Arabic sweets and pastries. It caters to both local consumers and the international diaspora, preserving the authentic flavors of Levantine dessert culture.
Product and Service Offerings
Habibah’s extensive product catalog includes:
- Hot Sweets:
- Signature Kunafa (various styles including Nabulsi and soft cheese-based)
- Warbat Fingers with Cream
- Cold Sweets:
- Halawet El Jibn, a soft rolled cheese-based dessert with cream filling
- Oriental Sweets:
- Pistachio Burma Shamieh
- Maamoul Mix (with dates, pistachios, or walnuts)
- Mixed Oriental Sweets Super
- Arabic Sweets:
- Dates Ka'ak with Olive Oil
- Palestinian Maamoul with Anise and Olive Oil
- Traditional Products:
- Pomegranate Molasses
- Rose Water
- Cakes and Pastries:
- Assorted seasonal cakes and European-style pastries
- Hareeseh:
- Classic Levantine semolina sweet
Habibah also offers elegantly packaged gift boxes and catering for events, weddings, and corporate occasions.
Specialization and Unique Selling Proposition (USP)
Habibah Sweets' unique value proposition lies in its unwavering commitment to authenticity, heritage, and quality. All sweets are prepared using time-honored recipes with hand-selected ingredients, including pure ghee, premium nuts, Levantine dairy, and traditional spices. The company emphasizes artisan preparation techniques and blends modern quality controls with traditional methods.
A key USP of Habibah is its brand heritage—being a household name that generations of Jordanians and Middle Easterners associate with celebration, hospitality, and quality.
Financial Strength
As a family-owned business with diversified operations across retail outlets, catering, and international shipments, Habibah Sweets has shown consistent organic growth. While specific financial figures are not publicly available, the company’s sustained operations across high-rent retail zones in Amman and its successful expansion into international markets signal solid financial health and a loyal customer base.
Shipment Records
Habibah Sweets has a growing footprint in export markets:
- Primary Export Regions: GCC countries, Europe, and North America.
- Top Exported Products: Maamoul, Kunafa mix kits, and assorted oriental sweets.
- Export Channels: Via direct orders, franchised outlets, and Middle Eastern groceries abroad.
- Packaging Innovation: Long shelf-life packaging suitable for overseas shipping while maintaining freshness and flavor.
Trade platforms indicate a steady export volume of retail-ready and bulk packaged traditional sweets, particularly during festive seasons such as Ramadan and Eid.
Target Market
Habibah Sweets serves a wide-ranging market:
- Local Jordanian consumers through its chain of retail outlets in Amman.
- Regional and international diaspora communities through export and partner distributors.
- Hospitality and tourism sector: Many local hotels and tour operators include Habibah Sweets in their service offerings.
- Special events and high-end catering, especially during Ramadan and weddings.
Capabilities
- Retail Network: Multiple flagship locations in Amman, including the iconic downtown branch.
- Production Facilities: Advanced manufacturing units that maintain traditional preparation while meeting modern food safety standards.
- E-commerce and Delivery: Active online order processing and nationwide delivery.
- Customization: Gift packaging, custom catering menus, and export-specific assortments.
Certifications and Compliance
Though certification details are not prominently listed, Habibah Sweets maintains:
- Local food safety compliance with Jordan Food and Drug Administration (JFDA) regulations.
- Halal compliance across all products, as is standard in Jordanian food manufacturing.
- Export documentation aligned with GCC and European food import regulations.
Customer Testimonials
Customers have expressed longstanding loyalty to Habibah Sweets:
“No visit to Jordan is complete without a box of Habibah Kunafa. The taste is unmatched and brings back childhood memories every time.” – Local Jordanian Customer
“We import Habibah’s Maamoul during festive seasons—it’s always the first to sell out. The quality speaks for itself.” – Middle Eastern Grocery Owner, Canada
Major Achievements
- Operating successfully since 1951, making it one of the oldest sweets manufacturers in Jordan.
- Recognized as a culinary heritage brand of Jordan and a must-visit food destination for tourists.
- Built a loyal domestic and global customer base, particularly among Arab expatriates.
- Regularly featured in tourism media and travel blogs as a top local experience in Amman.
- Maintains a legacy brand identity while continuously expanding its offerings and reach.
Habibah Sweets remains a powerful example of how culinary tradition, quality ingredients, and brand heritage can come together to create a lasting legacy in the food and beverage industry.
