Distinctive energy drink launches in region

The curiously-shaped Bomba energy drink has been launched in the UAE by Sultan Group.

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By  David Ingham Published  October 4, 2005

UAE-based Sultan Group has brought another player into the region’s increasingly competitive energy drinks market. Bomba is an Austrian offering that contains guarana extract, inosit and niacin and comes in a distinctive grenade-shaped glass bottle. The product comes in two variants: Bomba Energy, also referred to as Classic, and Bomba Sugarfree. According to Bomba, the drink improves mental stamina, helps ‘overcome the slump’ and ‘keeps you awake at night.’ “The drink is ideal for anyone to remain active and on the go for long hours every day,” said Pradeep Naik, general manager, Bomba. “Bomba is recommended for college students who need to stay focused and study more before tests or exams. It is a perfect drink for those who are stressed out and need to maintain their physical and mental balance.” Bomba has so far been listed in 24 Seven, Al Maya Group and Emirates Co-operative, as well as some gymnasiums and restaurants. The UAE’s energy drinks market was estimated to be worth US $49 million in 2004 and is growing at 25% annually. Those figures have attracted a number of companies into the market recently, including Bliss Industry and Hansen’s. A regional soft drinks maker is also known to be eyeing an entry into the category.

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