New energy drink hits UAE

Bliss aims to take 5% of the UAE energy drinks market by offering what it claims is a healthier alternative to existing products.

  • E-Mail
By  David Ingham Published  May 31, 2005

A new energy drink has hit UAE stores. Bliss, which will be distributed by Abu Dhabi-based Crown General Trading, aims to take 5% of the UAE’s energy drink market by the end of 2005. According to Bliss, its drink represents a much healthier alternative to rival offerings. It uses only the highest quality Glucuronolactone and a natural syrup that provides an energy boost without distressing consumers who are sensitive to sugar. “Energy drinks have been around since 1987 globally, but have only recently come into focus as more and more people are discovering the energy boost that they provide,” said Dr. M. Amiran, who developed the formula for Bliss. “The presence of natural flavours and ingredients in Bliss makes it the healthier alternative in the energy drinks market.” Mike Kay, managing director of Bliss, said that the UAE energy drinks market was worth AED 180 million (US $49 million) in 2004 and is growing at 25% annually. “The regional growth of energy drinks is much faster than the rate of growth witnessed in the energy drinks market globally,” Kay commented. “Therefore, we see this as an opportune time to enter the Arab market and are happy to bring our high quality energy drink to consumers in the UAE. Our plans include expanding to the rest of the GCC region in the next 12 months.” Crown General Trading said it will distribute Bliss to supermarkets, health clubs, fitness centres, hotels, restaurants and grocery stores.

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code