From Gym Floors to Five-Star Luxury: iPRO Taps into Hospitality with SAFCO Deal
iPRO has announced a strategic partnership with SAFCO to bring healthy hydration to more venues across the UAE than ever before.
Founded in 1994, SAFCO has established itself as the region’s premier distributor in the hotel, restaurant, and catering sector (HoReCa).
In 2023, the group partnered with Silal — the UAE’s leading Agri-Tech food company — taking its market presence to new heights.
SAFCO holds sole distribution rights for over 35 brands, alongside more than 100 non-exclusive distribution brands and 12 in-house brands, culminating in a diverse portfolio of over 25,000 products.
Its extensive distribution network serves a wide array of clients, including five-star hotels, fine dining restaurants, catering companies, bakeries, ship chandlers, airlines, cruise lines, and hospitals, both within the UAE and internationally.
Having landed in the UAE in 2022, iPRO has outpaced the competition with its squeaky-clean hydration drinks.
It’s already placed in multiple grocery chains and gyms, as well as fuelling the UAE’s running scene.
This collaboration aims to enhance iPRO’s presence across the UAE’s hospitality and leisure channels, ensuring a broader audience can access its premium beverage offerings.
On the partnership, Mohith Madhu, Head of Beverages at SAFCO International, commented: “We at SAFCO International are thrilled to partner with iPRO and introduce their exceptional healthy hydration ranges to our customers across HORECA.
“This partnership marks an exciting step in our commitment to providing high-quality, health-focused beverages. We look forward to bringing iPRO Hydrate and iPRO Juice Drinks to the market and redefining hydration for our customers.”
The fresh relationship marks a significant milestone for iPRO, which has not yet been widely distributed in the UAE’s HoReCa channel.
By leveraging SAFCO’s expansive network and industry expertise, iPRO aims to significantly increase its distribution reach, particularly targeting hotels and leisure establishments.
This strategic move aligns with iPRO’s mission to promote healthy hydration choices across diverse consumer segments.
iPRO’s product lineup includes the following:
- iPRO Hydrate (500ml): A caffeine-free electrolyte and vitamin drink enriched with 100% of the daily recommended intake of vitamins C, B2, B3, B5, B6, and B12. It contains no artificial colours or flavours and is naturally sweetened with stevia, offering a refreshing and health-conscious hydration option for overall health and wellbeing.
- iPRO Juice Drinks (250ml): Available in three fruity flavours, these drinks are made from 100% natural ingredients, with no added sugar, utilising real fruit juice and purée. They provide a wholesome and delicious beverage choice for consumers seeking natural refreshment.
Lucy Darrall, Country Director for the United Arab Emirates at iPRO, added: “We are thrilled to collaborate with SAFCO, a company renowned for its leadership and expertise in the HoReCa sector.
“This partnership represents a significant opportunity for iPRO to expand our footprint in the UAE, reaching new consumers and reinforcing our commitment to providing healthy hydration.”
The pair successfully showcased their budding collaboration at Gulfood 2025, with the iPRO team handing out samples to both existing and new customers at SAFCO’s stand.
Both companies say they are committed to working closely to enhance iPRO’s distribution and brand presence across the UAE.
Through this synergy, they aim to meet the growing demand for health-focused beverage options within the hospitality and leisure sectors — ensuring that quality hydration is accessible to all.
SEE ALSO: We Tested iPRO Hydrate – Is It the Best Hydration Drink for Runners?
