Saudi health ministry partners with food delivery app to promote wellness

Saudi Arabia's Ministry of Health has launched a new partnership with the Ninja food delivery app to promote health awareness across the kingdom. The collaboration marks the first phase of a cooperation that will see the government-backed Live Well program sponsor and support health awareness campaigns through the digital platform.

The partnership comes as Saudi Arabia pushes to involve more private companies in public health initiatives, part of the broader Vision 2030 reform program aimed at improving quality of life and raising life expectancy in the kingdom.

How will it work?

The first phase focuses on healthy food awareness campaigns. The partnership will:

• Promote balanced food choices and link eating habits to daily activities
• Help users read food options more consciously
• Enable informed healthy decisions that improve quality of life

Ninja has also committed to several platform changes to support healthy behaviors:

• Stop selling cigarettes and e-cigarettes through the app's stores
• Promote healthier food options
• Increase the presence of restaurants and products with high nutritional value

Dr. Ahmed Al-Ammar, Executive Director of Live Well, said the partnership "represents a model for the integration of efforts between the public and private sectors in promoting health awareness."

Why does it matter?

Food delivery apps have become major influencers of eating habits, particularly among younger demographics. By partnering with these platforms, health authorities can reach people at the moment they're making food choices rather than relying on separate awareness campaigns.

The move also reflects how governments are increasingly working with tech companies to shape public health outcomes. Rather than just regulating these platforms, Saudi Arabia is collaborating with them to promote healthier behaviors.

Saud Al-Qahtani, founding partner of Ninja, said the company is "working to develop a digital experience that goes beyond the concept of traditional service" by designing user journeys that promote health behaviors.

The context

This partnership fits into Saudi Arabia's Vision 2030 transformation program, which aims to diversify the economy and improve citizens' quality of life. The health sector transformation is a key component, focusing on prevention of chronic and infectious diseases.

The collaboration will extend beyond 2026, with additional phases planned through 2027. The timeline suggests this is part of a longer-term strategy to embed health promotion into digital platforms that Saudis use daily.

Food delivery apps have exploded in popularity across the Gulf region, making them natural partners for public health initiatives. The removal of tobacco products from Ninja's platform represents a more direct regulatory approach alongside the awareness campaigns.