Dubai, United Arab Emirates, 17 February 2020: Dubai Energy Drink recently participates in the 25th Anniversary of Gulfood 2020, the largest and longest running food & beverage tradeshow in the world.
Phase 1 of the brand's strategy included launching the product in the hospitality sector. For phase 2, Dubai Energy Drink will go to retail in the second quarter of 2020.
From left to right: Mohamad Awada, Mohamad AlMazrouei Chairman,Tariq Khalid, Managing Director
Chairman, Mohammed Al Mazrouei, states: “The introduction of excise tax has imposed challenges in the local energy drink category. However, we see this as a golden opportunity to infiltrate the energy drink market as our product allows for an agile pricing strategy to compete on a global scale.”
With global ambitions, Dubai Energy Drink is leveraging the ability to be manufactured in the UAE in order to create a product that adheres to the highest standards of quality and food engineering.
The energy drink market in the region is dynamic and remains prevalent among younger audiences. In fact, a study conducted by Sharjah Women's College, Health & Sciences Department, found that 85.1% of Emirati students consumed energy drinks.
In addition to their original product, the brand has introduced the world's first sugar-free version that replaces artificial sugars with Stevia, a natural, plant-based sweetener that contains zero calories.
It was the brand's first time participating in Gulfood 2020, which attracted over 100,000 visitors and 5,000 exhibitors from around the world. The five-day exhibition is an important forum for leaders in the food and beverage sector, providing Dubai Energy Drink with the opportunity to open new doors to global markets and potentially increase return on investments.