Coming straight from Lebanon, Rifai takes the pleasure of snacking into an experience. By bringing more than just the quality of home-roasted nuts, a tie forms between taste and Lebanese culture.  Now open in London, Rifai offers a wide range for all customers. Roasted nuts, Kanufa chocolate, and a Lebanese favourite, KriKri, are among the products they currently offer, while awaiting future launches that will introduce London to the taste of Lebanon with freshness and unique flavour.

We chatted with CEO Tania Ezzedine to learn more about all things Rifai. 

How did it all start?

From humble beginnings on Mazraa Street in Beirut in 1948, offering home-roasted nuts and kernels to the Lebanese, Rifai elevated the snacking experience into an iconic symbol of Lebanese culture, pride, and know-how. Over the years, the brand has established itself as an industry leader, with a legacy built on quality, taste, innovation, and a drive to promote the best of what Lebanon has to offer.

For many Lebanese people, Rifai is tied to memory. It appeared on the table at gatherings, visits and celebrations, and became a quiet marker of quality that carried through generations.

Despite this growth, our spirit hasn’t changed: every batch is still crafted with the same dedication to quality, freshness and flavour that made us a Lebanese love brand.

Why are Rifai’s Lebanese nuts so special?

Lebanese nut culture is unique. Lebanese consumers are extremely demanding—freshness, crunch and flavour intensity are non-negotiable. This has pushed master roasters like us to perfect techniques over decades. The company sources premium-grade nuts from the best origins worldwide, directly in the best terroirs, then roasts them in Beirut using our own technique. The combination of exceptional raw ingredients, fresh roasting, and our unique recipes produces high-quality nuts.

How does your dry-roasting process differ from other methods? 

Dry roasting is at the heart of who we are. We roast without oil, using calibrated heat cycles that we’ve developed internally over decades. Each nut requires its own technique — almonds, pistachios, and cashews all respond differently to heat, humidity, and time. The result? A purer taste and a lighter texture. No greasiness, no unnecessary fats—just the true flavour of the nut. It’s also healthier and keeps the crunch longer.

Tell us about some of your non-nut products such as Kanufa chocolate.

Our Kunafa Chocolate is one of our signature creations—a blend of premium chocolate, crispy strands of kunafa pastry, and our premium Rifai pistachios. It is one of our bestsellers in our London shop, as local consumers are seeking fine chocolates and are more attuned to food trends.

Beyond nuts, we’ve expanded our offering upon opening in London, introducing the first Rifai fine chocolate counter and the first Rifai coffeeshop worldwide to better serve our local audience. Our Medjool dates, covered in chocolate, are already very popular in London, and their quality is unique on the market. We also offer a wide range of confectionery made with our premium nuts. For our audience with healthy concerns, we offer a wide range of dried fruits and raw nuts to enjoy before or after sports.

Everything follows the same philosophy: craft, quality, and innovation.

How has your store in London gone since you have been open for a year?

The response has been incredible. Many customers already knew the brand from Lebanon or the region, and others discovered us for the first time.

Opening in London was a strategic milestone. London is one of the world’s most influential food capitals, with a strong culture of premium retail, international flavours, and health-conscious consumers. Establishing a flagship here allowed us to not only showcase the brand in a market that values quality and craftsmanship, but also continue our expansion in Europe after the opening of two stores in Paris. This helps us continue to build our brand awareness in Europe, through premium retail, in order to position Rifai where global trends are set.

What can customers do in this shop apart from purchasing nuts and snacks?

We chose Knightsbridge for our 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. Consumers are immediately immersed in our brand universe and can enjoy a delicious coffee with our signature chocolates or confectionery. We also adapted our gifting offer to provide the local customers with high-end options, but also local collaborations with London-based brands and artists. In addition, we have a dedicated homeware section where consumers can discover Lebanese artisans.

What is your favourite nut?

A tough question, but our bestseller in Europe is the Truffle cashew, very elegant and aromatic.

For your Krikri nut. How do you create this crunchy layer of dough around the nut?

Krikri is a classic Lebanese favourite. We make it by coating nuts in multiple ultra-thin layers of seasoned dough. Each layer is dried, rested, and then roasted until it becomes a perfectly crunchy shell. It’s a precise, multi-step process that requires skill and patience—no shortcuts.

 What new products can we expect to see in 2026?

In 2026, we will launch new flavours in our roasted nuts, inspired by our Mediterranean roots and international presence.

Local collaborations with UK brands that share our passion for quality, and a local illustrator for our gifting.