‘No leader achieves success alone’ – Ammar Soltan

As the CEO of Tangy Brands, Ammar Soltan has reshaped Malta’s approach to healthy eating with Eeetwell. He has shown that healthy food can win over hearts, taste buds and entire markets. What began as a single location has now grown into 27 restaurants spanning seven countries, and he is only getting started. With plans to branch out into retail, he remains devoted to local partnerships, responsible sourcing and giving back to the communities at Eeetwell’s core. It is a vision that proves eating well does not have to compromise on taste, values or impact.

In an industry where trends often fade, Ammar Soltan has emerged as a trailblazer, reshaping Malta’s culinary scene and influencing global food and beverage (F&B) standards. “We don’t see health as an abstract concept,” Ammar explains. “For us, food is an experience that must combine exceptional taste, nutritional integrity and sustainability.” Under his leadership, Tangy Brands has expanded into a family of complementary concepts, including Eeetwell, Yami Yabi, Frullado, and Yalali, all united by shared values. From designing new store layouts to refining operational strategies, Ammar remains deeply involved in every aspect, ensuring that the company’s mission is consistently reflected in every dish.

For Ammar, leadership is a dynamic journey. “Every day presents challenges and opportunities for growth,” he reflects. While Tangy Brands’ ambitions stretch towards global markets, Ammar emphasises the importance of celebrating each milestone. He credits much of the company’s success to the dedication of its team. “No leader achieves success alone,” he says. “Our journey is powered by passionate individuals who innovate and bring our vision to life. Many have been with us since the beginning, and their drive and loyalty are the backbone of everything we do. Without their dedication, there would be no growing brand, no forward momentum, and certainly no CEO. True leadership is about empowering others to grow and celebrating every milestone along the way.”

Ammar’s unwavering commitment has turned Eeetwell into a defining presence in Malta’s healthy dining scene, setting a standard that encouraged other players to join in. “Early on, plenty of people thought a health-first concept would never catch on,” he recalls. “Today, we’ve become a point of reference that others follow.” But for Ammar, the real prize is in uplifting everyone involved. “It’s so great to see fresh, wholesome options popping up across the board,” he says. “Our goal isn’t to outdo anyone, but to inspire more people to choose better foods. Who they buy it from is secondary. What truly counts is that we all move the needle toward healthier, more thoughtful eating.”

By embracing a truly collaborative spirit, Tangy Brands isn’t just leading a trend, but it’s guiding the market toward a richer, more meaningful food culture. Each decision champions the idea that wholesome meals can fuel both steady growth and extraordinary taste. “Our dedication goes well beyond placing dishes on a menu,” Ammar explains. “We actively support local growers and welcome mother nature’s rhythms into our kitchens. This philosophy is integral to who we are, ensuring that our success story is also a story of community and respect for the land that sustains us.”

What truly sets Tangy Brands apart is its commitment to thinking smarter about every step of the process. Working from a central kitchen, the team has built a system that links all its concepts together, ensuring that nothing goes to waste. “We’ve crafted a network where each part supports the others,” Ammar explains. “Take our vegetable trimmings – rather than tossing them aside, we transform them into hearty soups, marinades or meatballs for our sister restaurants.” Beyond that, careful inventory checks and production strategies mean that ingredients and dishes go to market and flow with the seasons. It’s a blueprint that blends sustainability, resourcefulness and creativity into every bite.

In an evolving marketplace, Tangy Brands continues to adapt. Recognising challenges in talent acquisition and retention, the company has reorganised its leadership structures and rolled out comprehensive training initiatives through its HR department, all designed to foster a stronger, more resilient workforce. “Bringing on the right people remains at the heart of our strategy,” Ammar adds. “As our network grows nationwide, ensuring that every aspect – quality, brand character and consistency – holds steady is not just important; it’s vital to everything we hope to achieve.”

Even as Tangy Brands embraces the latest tools and tech, it never lets digital efficiency overshadow the human element at its core. The company uses fully integrated systems to keep a finger on the pulse of every operation, from staffing to strategic planning, making sure its growth stays healthy and purposeful. Artificial Intelligence (AI) lends a hand in areas like marketing, helping Tangy Brands understand and respond to market shifts. Still, Ammar insists technology will never replace the need for real, person-to-person engagement. “You can’t replicate the value of genuine, in-person learning,” he says. “No matter how advanced our systems get, we’ll always believe that face-to-face conversations build the deepest understanding and strongest bonds.”

This perspective guides everything about the company’s internal culture. “It’s essential that our team feels a real, personal link to what we’re building here,” Ammar says. “That connection thrives through open dialogue with both leadership and frontline staff.” By pairing time-honoured principles, like sincere communication and mutual respect, with cutting-edge tools, Tangy Brands is proving that progress can honour tradition. Instead, technology adds new layers of support, while the human heartbeat of the organisation remains its driving force.

As Tangy Brands builds its path toward 2025, its plans promise far more than just a larger footprint. In addition to opening two new locations in Malta, the company plans to expand into retail, bringing its core values directly to supermarket shelves. “We’re introducing our own product line, starting with eco-friendly carton-packaged water that perfectly aligns with our sustainability goals,” Ammar says. Beyond that, customers can look forward to convenient grab-and-go selections and unique vending machines equipped with cold-press technology, making healthy choices easier than ever. In the same spirit of community care, Tangy Brands will extend its food donation programme, collaborating with local authorities to ensure that surplus meals find their way to those who need them most. This vision of growth stays true to the company’s roots: innovating, evolving and always giving back.

For Ammar, who first set foot in Malta at 19 with little more than ambition in his pocket, Tangy Brands’ evolution represents far more than a business success. From a modest 60-square-metre shop to a global network of 27 locations, Ammar’s journey underscores that real entrepreneurship is built on tenacity as much as business acumen. As Tangy Brands crosses new borders, its founding ideals of fresh thinking, lasting sustainability and a genuine drive to uplift communities remain firmly in place. “Our commitment runs deeper than the meals we serve,” Ammar reflects. “It’s about believing in the power of what we can accomplish together.”

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders.