iPRO, a leading brand in healthy hydration drinks, is pleased to announce its strategic partnership with SAFCO, the UAE’s premier distributor in the Hotel, Restaurant, and Catering (HoReCa) sector. This collaboration aims to enhance iPRO’s presence across the UAE’s hospitality and leisure channels, ensuring that a broader audience can access its premium beverage offerings.
SAFCO has established itself as a leader in the HoReCa industry, boasting sole distribution rights for over 35 brands, more than 100 non-exclusive distribution brands, and 12 in-house brands, culminating in a diverse portfolio of over 25,000 products.
The company’s extensive distribution network serves a wide array of clients, including five-star hotels, fine dining restaurants, catering companies, bakeries, ship chandlers, airlines, cruise lines, and hospitals, both within the UAE and internationally.
This partnership marks a significant milestone for iPRO, which has not yet been widely distributed in the UAE’s HoReCa channel. By leveraging SAFCO’s expansive network and industry expertise, iPRO aims to substantially increase its distribution reach, particularly targeting hotels and leisure establishments. This strategic move aligns with iPRO’s mission to promote healthy hydration choices across diverse consumer segments.
On the partnership, Mohith Madhu, Head of Beverages at SAFCO International commented: “We at SAFCO International are thrilled to partner with iPRO and introduce their exceptional healthy hydration ranges to our customers across HORECA. This partnership marks an exciting step in our commitment to providing high-quality, health-focused beverages. We look forward to bringing iPRO Hydrate and iPRO Juice Drinks to the market and redefining hydration for our customers.”
iPRO’s product lineup includes the following:
iPRO Hydrate (500ml): A caffeine-free electrolyte and vitamin drink enriched with 100% of the daily recommended intake of vitamins C, B2, B3, B5, B6, and B12. It contains no artificial colours or flavours and is naturally sweetened with stevia, offering a refreshing and health-conscious hydration option for overall health and wellbeing.
iPRO Juice Drinks (250ml): Available in three fruity flavours, these drinks are made from 100% natural ingredients, with no added sugar, utilising real fruit juice and puree. They provide a wholesome and delicious beverage choice for consumers seeking natural refreshment.
Lucy Darrall, Country Director for the United Arab Emirates at iPRO, expressed enthusiasm about the partnership: “We are thrilled to collaborate with SAFCO, a company renowned for its leadership and expertise in the HoReCa sector. This partnership represents a significant opportunity for iPRO to expand our footprint in the UAE, reaching new consumers and reinforcing our commitment to providing healthy hydration.”
