Truebell’s food services division inks five new distribution agreements

by Dina Maaty | Published 10 months ago

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UAE-headquartered Truebell, a GCC importer of fast-moving consumer goods (FMCG), has announced the expansion of its home and personal care category following the signing of five new distribution agreements.

The retail and food services division of the company has entered into exclusive distribution agreements with a number of leading brands including Green Cross, Savlon, WaterWipes, Twistshake and Engage, and will begin distributing their products during the second quarter of 2020.

These new partnerships come as the beauty and personal care market in the Middle East and Africa reached a value of US$34.9 billion in 2019, according to Euromonitor International, with the UAE predicted to spend US$ 2.4 billion on personal care in 2020.

Bhushant J. Gandhi, Divisional Manager, Retail & Food Service, Truebell, says: “To keep up with this growing demand, the retail arm of our food and retail division is set to launch a variety of new products under the home and personal care category, including zero-sting hand sanitisers which are 99.9% effective against bacteria and viruses, handwash, bodywash, soaps, moisturisers and pocket perfumes.

“In addition, the global market for hand sanitisers is predicted to reach US$5.5 billion by 2024. In light of the COVID-19 virus, we are working closely with both suppliers and retailers to ensure a constant supply of these key products at a time when demand is high due to  enhanced hygiene measures and continuous hand sanitising to combat the spread of the virus.

“As we look ahead, we expect the UAE to witness sustained growth in the hand sanitiser market and we are well equipped to deal with this trend, with increased sanitising on the go becoming increasingly commonplace rather than a precautionary or safety measure to reduce bacteria and fight viruses.”

Looking at baby products which fall under the home and personal care category, the global market is expected to reach US$16.78 billion by 2025, primarily driven by increasing populations in numerous countries around the world, according to a recent report by Grand View Research.

In line with this trend, Truebell is set to enhance its partnership as exclusive distributor for leading baby care brand, WaterWipes, which currently dominates 60% of the overall UAE baby wipes market. 

Truebell will continue to distribute its baby wipes across the UAE, as well as launching the brand’s latest products which include toddler wipes and facial wipes.

Building on this, Truebell has also entered into an agreement with Swiss baby product brand Twistshake – and will begin distributing numerous innovative products from their range including baby bottles, pacifiers, sippy cups, tableware and teethers.

“As one of the largest independent food and licensed beverage importers in the GCC, our multifaceted business not only imports a wide range of brands which is distributed via our world-class logistics infrastructure, we also have a crucially important sales arm which is integral to our business success,” adds Gandhi.

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