With experience inherited across generations in the art of making sweets, Hashem Alaffouri was founded in Ma’an, southern Jordan, in 1996. That’s where the story began.

When Hashem Alaffouri was heading south to establish a sweets shop, he stopped to rest in Ma’an and prayed at the Grand Mosque. There, he was invited—without prior acquaintance—to lunch by a local resident. He met the people of Ma’an, who were touched by his generosity, hospitality, and authenticity. Moved by his character, they encouraged him to start his business in their city.

The journey began in a modest 150-square-meter shop. Today, Hashem Alaffouri sweets occupy over 1,000 square meters, serving southern Jordan and reaching the border cities of Saudi Arabia. The brand has grown by staying true to its roots: delivering authentic taste, selecting only the finest ingredients, and constantly striving to innovate while preserving quality.

In 2021, ADRENALINE FOR CONFECTIONERY AND FOOD PRODUCTS was established to manage and expand this legacy. It now owns the Hashem Alaffouri brand and oversees its production. All products under the Hashem Alaffouri name are exclusively manufactured at ADRENALINE’s dedicated facility, ensuring quality, consistency, and full control over every step of the process.