Hype to expand footprint in region

01 March 2016

Hype Energy drinks, a prominent supplier of premium energy drink products, plans to strike deals with Gulf distributors with the aim of expanding its presence in the Middle East and North Africa (Mena) region and increasing sales volumes.

The company took part in the Gulfood trade show in Dubai late last month.

Hype Energy drinks are available in over 45 countries worldwide including 13 in Mena, said a statement from the company.

The company has a redesigned range that includes new-look cans for its best-selling MFP beverage, as well as MFP Sugar Free, Enlite, Extra Low Calories Enlite, AfterDark, mixed berry-flavoured UP and alcohol-free Mojito. The brand’s new emblem went on show at Gulfood for the first time in the region, it said.

Camille Sofia, the company’s head of marketing for the Middle East, Africa and Asia, said: “We are looking for trading partners that can push our dynamic new product range into regional markets.

“With the region flourishing in the energy drinks market, our objective is for our brand to be available at all leading retail outlets across the GCC and beyond over the coming months, and Gulfood is a key enabler in ensuring that that aim becomes a reality,” Sofia said.

“Our products are among the most natural on the market, and are made from premium ingredients and are free from artificial colouring, preservatives and aspartame.  We believe our natural range will resonate very strongly with regional customers,” she added.

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