PIF Establishes Badael to Reduce Smoking Prevalence in Saudi Arabia

Badael’s vision is to curb smoking and deliver on PIF’s strategy to improve the quality of life for all
Badael’s vision is to curb smoking and deliver on PIF’s strategy to improve the quality of life for all
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PIF Establishes Badael to Reduce Smoking Prevalence in Saudi Arabia

Badael’s vision is to curb smoking and deliver on PIF’s strategy to improve the quality of life for all
Badael’s vision is to curb smoking and deliver on PIF’s strategy to improve the quality of life for all

Saudi Arabia’s Public Investment Fund has announced the establishment of the Badael Company, which aims to reduce the prevalence of smoking and promote a healthier lifestyle in the Kingdom.

The initiative has been launched in the run-up to the World Health Organization (WHO) World No Tobacco Day on May 31, PIF said in a statement released Thursday.

According to PIF, the initiative is in line with Saudi Arabia’s focus on improving the quality of life for its citizens as part of Saudi Vision 2030.

“The company’s products are expected to help nearly one million people switch from smoking by 2032, representing approximately 25% of all smokers in Saudi Arabia,” said the statement.

This has the potential to deliver direct annual savings of more than SAR6 billion ($1.6 billion) on healthcare expenditure by 2032.

“Badael will also aim to deliver on PIF’s localization mandate by supporting domestic manufacturing, sourcing raw materials, knowledge transfer and development of intellectual property (IP).”

“Badael intends to make its tobacco-free nicotine delivery products available across Saudi Arabia by the end of 2023, with the aim of expanding its reach to regional and international markets in the longer term,” the statement said.

It added that the company’s products will be manufactured in Saudi Arabia, ensuring the highest level of product quality and safety. This move will provide new jobs opportunities through a partnership with the local private sector and world-class global partners.

“Badael’s vision is to curb smoking and deliver on PIF’s strategy to improve the quality of life for all, and is part of Saudi Arabia’s broader efforts to diversify the economy, localize manufacturing and drive economic transformation as well as job creation,” the statement added.



Queen Camilla Celebrates Anniversary with Italian Pizza and Ice Cream

Britain's Queen Camilla receives an ice cream as she leaves the Italian Lower House, where King Charles III addressed a joint session of the Italian Parliament during a special ceremony in front of both Chambers of the Italian Parliament, during their state visit to Italy, in Rome, Italy, 09 April 2025. (EPA)
Britain's Queen Camilla receives an ice cream as she leaves the Italian Lower House, where King Charles III addressed a joint session of the Italian Parliament during a special ceremony in front of both Chambers of the Italian Parliament, during their state visit to Italy, in Rome, Italy, 09 April 2025. (EPA)
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Queen Camilla Celebrates Anniversary with Italian Pizza and Ice Cream

Britain's Queen Camilla receives an ice cream as she leaves the Italian Lower House, where King Charles III addressed a joint session of the Italian Parliament during a special ceremony in front of both Chambers of the Italian Parliament, during their state visit to Italy, in Rome, Italy, 09 April 2025. (EPA)
Britain's Queen Camilla receives an ice cream as she leaves the Italian Lower House, where King Charles III addressed a joint session of the Italian Parliament during a special ceremony in front of both Chambers of the Italian Parliament, during their state visit to Italy, in Rome, Italy, 09 April 2025. (EPA)

Italians offered pizza and ice cream to Britain's Queen Camilla to help celebrate the 20th anniversary of her wedding to King Charles during a state visit to Italy on Wednesday.

Camilla and Charles walked to the renowned Giolitti cafe in central Rome where the queen sampled an ice cream from a paper cup after the king had made a historic speech to the nearby Italian parliament.

Camilla had earlier been presented with a boxed pizza after attending an event at a school in Rome.

More formal dining will be on the agenda on Wednesday evening when Italian President Sergio Mattarella hosts a banquet for the royal couple at the Quirinale Palace.

Charles told parliament that Britain had been heavily influenced by Italian cooking. "I can only hope you will forgive us for occasionally corrupting your wonderful cuisine. We do so with the greatest possible affection," he said, to loud laughter.