- Multi-year agreement will see a range of sport and fitness hydration products made in the UAE for the first time
- Partnership aligns with ‘Operation 300bn’ initiative to increase industrial output and develop products in the UAE
- Collaboration aims to educate and inspire UAE citizens and residents to be their best, offering healthier hydration products
- WOW HYDRATE global ambassadors include boxer Tyson Fury and footballers Kevin De Bruyne, Harry McGuire and Ella Toone
Dubai, United Arab Emirates, 19th January 2023: Emirates Refreshments Company (ERC), the Dubai Financial Market-listed beverage company and WOW HYDRATE, the global sports drink brand, have signed a major long-term partnership to produce a range of sports and fitness hydration products in the UAE.
The joint venture between ERC and WOW HYDRATE will provide a new opportunity for the UAE to showcase its manufacturing capabilities on the global stage, as the companies look to export products to international markets, as well as the domestic market. In 2021, the UAE Ministry of Industry and Advanced Technology announced ‘Operation 300bn,’ which aims to raise the UAE’s industrial sector’s contribution to the GDP to AED300 billion by 2031.
The global sports drink sector is expected to be valued at $36.35billion by 2028* as consumers around the world increase physical activity and become more aware of the benefits of reducing sugar intake. The UAE government is actively developing a range of policies and initiatives, such as the annual 30×30 Dubai Fitness Challenge, to encourage UAE citizens and residents to adopt a fitness-focused mindset and seek healthy, active lifestyles.
EMAN Waqas, General Manager, ERC said, “We are thrilled to be partnering with WOW HYDRATE on this collaboration based on a shared ethos to promote an active lifestyle and a range of drinks that are not only healthier, but also taste great. The UAE is home to many active and health-conscious individuals, and we believe there is a strong demand for a high-quality brand that is science-backed, endorsed by athletes and made in the Emirates.”
ERC has been a prominent name in the beverage and bottling industry for over four decades and is committed to ensuring clean and clear water, sourced from natural aquifers. The company was founded on this principle, and it is reflected in all that ERC encompasses.
“WOW HYDRATE is a notable name in the sports drinks industry and shares our commitment to using natural ingredients and promoting healthier lifestyles through hydration. WOW HYDRATE’s electrolyte and protein packed products work in perfect harmony with our natural mineral water. We are confident that our partnership will lead to extraordinary results for individuals while also contributing to the UAE’s wider development goals”, continued Waqas.
WOW HYDRATE’s range of great tasting electrolyte and protein drinks have been formulated based on the latest research in science and nutrition. Low in calories, sugar-free and packed with vitamins and nutrients essential for health, the range delivers hydration and performance benefits to sports and fitness enthusiasts of all ages.
Jon Hayman, CEO, WOW HYDRATE said: “At WOW HYDRATE, we have always been committed to creating products that are backed by scientific research to provide a healthier hydration option. We are thrilled to be joining forces with such a well- established partner as ERC.”
Kristen Johnson, WOW HYDRATE Middle East added: “Our joint venture will see our products produced locally, aligning to the ‘Make it in the Emirates’ initiative, which encourages companies to develop and manufacture products in the UAE. Together, we look forward to bringing our collective vision to life across the UAE and wider MENA region.”
The full WOW HYDRATE product line will be available in major retail outlets throughout MENA in the coming months.
* SkyQuest Technology Consulting Report 2022