How We Started, Reflecting passion

WhiteRock’s journey began in a home kitchen in the United States, where a passionate student turned a love for baking into a nationwide cookie business. With creativity and an unshakable belief in his product, the founder sold cookies across all 52 states, building a loyal customer base from the ground up. Driven by this early success, he returned to his hometown Kuwait with a bigger vision to transform a personal passion into a regionally celebrated brand. That vision became UR, which quickly grew to become the #1 leading cookie brand in the GCC, and expanded from being in Kuwait to opening branches in Saudi Arabia and soon to expand all over the GCC, setting a new standard in quality and dessert innovation.

How We’re Doing, Building Experiences

Today, WhiteRock is more than a dessert company it’s a mother brand that gives life to distinctive, story driven F&B concepts. With a strong presence across Kuwait and the GCC, from flavors to spaces, products to entire destinations, every concept tells a story. Through our concepts, we bring narratives to enhance grounded culture, emotion and experience. Every detail is part of a larger story. Among our growing portfolio is PROx, launched in 2025 a crafted experience designed for mindful eaters. PROx merges clean nutrition with real satisfaction, delivering high protein snacks. It’s a reflection of our commitment to pushing boundaries and catering to evolving consumer needs in the dessert industry.

What’s next? Beyond the Plate

Our vision for WhiteRock extends beyond food. As we grow, we’re expanding vertically and geographically venturing into investment and real estate to bring the same level of design, innovation, and hospitality to lifestyle spaces that reflect the soul of our brands. We believe in creating moments, inspiring connections, and redefining how people live, dine, and connect. Whether through a cookie from UR or a nutritious PROx bar, or a fully immersive dining destination, our mission remains the same: to craft concepts that leave a lasting impression and shape the future of lifestyle experiences across the region and beyond.