iPRO partners with SAFCO to expand reach across UAE hospitality sector

UAE – iPRO, a leading healthy hydration brand, has partnered with UAE-based HORECA distributor SAFCO to strengthen its footprint across the country’s hospitality and leisure channels.

The alliance will broaden access to iPRO’s premium drinks in hotels, restaurants, and catering outlets nationwide.

Established as a key player in the regional HORECA industry, SAFCO holds sole distribution rights for more than 35 brands, over 100 non-exclusive brands, and manages 12 in-house labels.

Its extensive portfolio of over 25,000 products is distributed across a robust network that includes five-star hotels, fine-dining restaurants, catering firms, bakeries, hospitals, cruise lines, airlines, and ship chandlers both within the UAE and beyond.

With iPRO’s growing global reputation for delivering functional and health-oriented beverages, the partnership aims to bring its two flagship product lines—iPRO Hydrate and iPRO Juice Drinks—into the hands of a much wider audience.

iPRO has not had a widespread presence in the UAE’s HORECA segment, making this partnership a significant opportunity to tap into the region’s thriving wellness and hospitality market.

iPRO Hydrate (500ml) is a caffeine-free electrolyte and vitamin beverage, offering 100% of the recommended daily intake of vitamins C, B2, B3, B5, B6, and B12.

It contains no artificial colours or flavours and is naturally sweetened with stevia, catering to health-conscious consumers looking for clean, functional hydration.

iPRO Juice Drinks (250ml), on the other hand, feature a trio of fruity flavours made from 100% natural ingredients, including real fruit juice and puree, with no added sugar.

These drinks are aimed at consumers seeking a natural and delicious alternative to traditional sugary beverages.

Lucy Darrall, iPRO’s Country Director for the UAE, expressed that the company was excited to work with SAFCO, acknowledging the distributor’s scale, innovation, and leadership in the region.

She said the collaboration represented an opportunity to expand iPRO’s reach and further its mission of promoting healthy hydration across broader consumer segments.

Meanwhile, Mohith Madhu, Head of Beverages at SAFCO International, noted that the partnership aligned well with SAFCO’s commitment to high-quality, wellness-focused beverages.

He mentioned that introducing iPRO’s hydration range to the market would allow them to enhance the beverage offering for clients across the HORECA landscape.

With this alliance, both companies are positioned to shape the future of wellness-driven beverage choices in the UAE’s HORECA sector.

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