Four years since it started exporting to the Middle East, iPRO recently participated in the Gulfood trade show in Dubai for the first time, underscoring its expansion efforts in the region following a promising launch into Saudi Arabia in February.
The entry into Saudi resulted from a partnership with Al Rabie Saudi Foods Company, a household name in the local beverage industry.
Through this collaboration, iPRO Hydrate bottles feature the Al Rabie logo, a testament to the trust and endorsement from the company, whose extensive distribution network will enable the products to be readily accessible to consumers across the country.
“Al Rabie has been manufacturing their own healthy range of juice products, beverages etc. for over 40 years, and has built incredible trust with consumers in the kingdom.
“Our co-branded products not only allow iPRO to reach out to local consumers who know, trust and use Al Rabie, but also provide a new beverage offering to the same audience,” Sophie Christy, Global Brand Director of iPRO, told NutraIngredients-Asia.
Both Al Rabie and iPRO are said to be experiencing “rapid growth” in the Middle East, fuelled by increasing consumer demand for healthy, refreshing, and functional beverages.
“In March 2023, we were invited to exhibit at our first ever expo, Sports For All Expo, a government-funded initiative to raise activity levels in the kingdom. It gave us an indication that there was a real opportunity to bring a healthy, functional beverage to the market.
“Saudi Arabia, in particular, has a significant diabetes problem, and the population has very high sugar intake. We’ve really entered the market to offer an alternative beverage that tastes great, and has functional benefits through added vitamins and minerals in a healthy plant-based recipe.”
Christy added that Saudi consumers are informed about the functions of electrolytes, and are aware that water alone does not hydrate the same way as putting minerals back into the body does.
“We’re bringing our products to Saudi not only to help drive healthier choices when it comes to hydration because the climate is hot, but also because there is a good understanding that everyone in a household — from young people to the elderly and anyone who is playing sport or has an active lifestyle — require a healthy beverage.”
Beyond the Middle East, iPRO’s participation at Gulfood garnered potential business opportunities in other Asian markets.
“Asia holds huge opportunity for us. We’ve had a number of very interesting conversations at Gulfood, where we received a lot of interest from Singapore, Malaysia, the Philippines, and India. In fact, I spoke to a distributor who wants to solicit the rights for the whole of India. So, there really is this pull into new markets that we haven’t traded in yet that I’m very excited about.”
Alternative to energy drinks
iPRO is largely focused on working with government authorities, health and education departments, and the sports industry to deliver healthy hydration solutions to end-consumers in existing and new markets who want a better-for-you product.Despite the growing popularity of sports and energy drinks, iPRO does not see nor position itself as a sports beverage brand.
“While the [sports and energy drinks] category is maturing year on year, there’s a segment that is being created by brands like us, which is driving a new subcategory of health and wellness. For instance, products that are good for the gut, such as kombucha and water kefir, have been emerging.
“This subcategory is closely linked to sports and energy, but it is for consumers who are looking for a healthy alternative. And that’s what we are — a functional beverage brand for consumers seeking a healthy alternative to what’s already on the market.
“Our products are not just catered for sportspeople. They are suitable for everyone who needs to rehydrate, particularly in warm weather, and also for consumers who care for their health and well-being, and who are looking for natural ingredients and ethical brands and companies that have got their eyes firmly set on sustainability as well,” Christy explained.
iPRO’s product line-up in the Middle East includes its flagship iPRO Hydrate (500ml) and the iPRO Juice Drinks (250ml) range.A key feature of the beverages highlighted by the company is the combination of “great taste and health benefits”.
The products are made with natural sweeteners, flavours and colours, formulated with added electrolytes to hydrate four times faster than water, and enriched with vitamin C and B vitamins.
“They are free of caffeine or stimulants and are halal-certified, making them versatile products that are suitable for every member of a family. Furthermore, our packaging contains 30% recycled plastic and is fully recyclable.”
