NICE GIRL Announces Accelerated Expansion in Iraq, with Five New Stores Set to Open Simultaneously in February 2026
– NICE GIRL, a probiotic dessert brand from Singapore rooted in a philosophy of natural wellness, today officially announced a significant new phase in its expansion plan for the Iraqi market. Following the successful launch and rapid market acceptance of its first flagship store in Karbala, the brand will simultaneously open five new stores in February 2026 across five key Iraqi cities: Karbala, Babylon, Nasiriya, Baghdad, and Basrah. This move signifies the brand's entry into a phase of scaled, networked growth in the Middle East region.
This strategic "five-city simultaneous launch" not only demonstrates NICE GIRL's firm confidence in the consumption potential of the Iraqi market but also serves as strong validation for the deep resonance of its brand philosophy—"Natural, Healthy, Joyful"—in the Middle East. Since entering Iraq, NICE GIRL has quickly become a trendy choice for local young consumers seeking a balance between taste and wellness, thanks to its signature rich probiotic frozen yogurt (Froyo), personalized experience with freely customizable fresh fruits and toppings, and strict adherence to Halal standards. The market phenomenon of "daily queues" and "rapid ROI" created by the first store has laid a solid operational and confidence foundation for this large-scale expansion.
"We are not just opening new stores; we are building connections based on trust and quality with consumers in each community," stated the Head of International Business at NICE GIRL. "The enthusiastic response from the Iraqi market has shown us the significant desire for truly healthy and natural desserts. Every cup of our yogurt begins with the natural, slow fermentation of premium milk and proprietary probiotics, ensuring a smooth texture and abundant active live cultures. This simultaneous five-store launch is precisely to bring this 'light and guilt-free sweetness' more conveniently to more families across Iraq."
The five new stores will fully uphold NICE GIRL's global brand experience standards: featuring modern, minimalist international store design, offering the complete signature product line—including thick, stringy probiotic yogurt, low-fat frozen yogurt series, and specialty fruit smoothies incorporating local consumer preferences. All stores and products will ensure compliance with locally recognized Halal certification to respect and serve a broad consumer base.
Industry analysis suggests that NICE GIRL's concentrated expansion in Iraq accurately captures the trend towards healthier and premium food and beverage offerings in the Middle East. Against a backdrop of a young demographic and growing purchasing power, the growth prospects for an international dessert brand combining health attributes, great taste, and clear brand value are highly promising.
Looking ahead, NICE GIRL stated it will continue to deepen its presence in the Middle East market. While expanding its store network, the brand remains committed to product innovation and localization, aiming to become a leading brand in the probiotic health dessert segment in the region.
NICE GIRL is a modern health-focused dessert brand headquartered in Singapore, specializing in creating delicious and wholesome yogurt-based desserts and beverages centered on advanced probiotic fermentation technology. Guided by the philosophy of "Natural, Healthy, Joyful," the brand insists on using premium natural ingredients. Its stores worldwide are dedicated to providing consumers with a bright and friendly "third space." Currently, NICE GIRL has successfully expanded its presence into multiple markets including Singapore, Malaysia, and Iraq.
