The rise of isotonic sports drinks in Sri Lanka – the 100PLUS story

Globally, isotonic beverages have become increasingly popular and in 2016 the global recovery drinks market was valued at $ 28 billion. In Sri Lanka, isotonic beverages are gradually gaining popularity amongst both fitness enthusiasts and busy professionals. Shining a light on the challenges and highlights of introducing an isotonic beverage to the local market, along with key consumer and market trends, Muffadal Patel, the proprietor of Zahra International, the company which distributes 100PLUS, offers his insights on the subject. 

An old boy of Alethea International, Muffadal always led an active and busy life, and had a keen eye for business. After joining his family business and spending a few years abroad, he returned to Sri Lanka with a new outlook and a greater understanding of different cultures and consumer behaviours. In 2006, he established Zahra International and today the company distributes an array of consumer beverage brands such as 100PLUS, Glinter and OKS as well as confectionary and snack brands such as BEBETO, Glendee and Popsmile, which are all sourced from global manufacturers.

Highlighting what he looks for before importing a new product for distribution, Muffadal said: “Before I decide to bring a new product to Sri Lanka, I always look for a USP. It’s important that I can identify an element of differentiation that really makes the product stand out. Something about the taste, flavours, value offering or packaging must be unique, as that is crucial in driving consumer interest and curiosity.” 

Commenting on modern consumer needs and how 100PLUS fulfills them, Muffadal said: “Sri Lankan consumers are becoming increasingly conscious about living fit, healthy and well-balanced lives. From career professionals to young students and athletes, more people today are living fast-paced lives and fitness is important to them. A beverage such as 100PLUS helps to support both fitness enthusiasts and professionals who are always on the go. When you physically exert yourself due to prolonged activity at work or during a workout, you sweat and lose minerals. 100PLUS effectively facilitates hydration and restores minerals that are lost due to physical exertion. The product is also 100% caffeine free, it has Halaal certifications and is considered to be Malaysia’s top isotonic sports drink.”

Commenting on the Sri Lankan market and the challenges of overcoming obstacles and barriers to entry, Muffadal asserted: “We had to invest a great deal of time and energy into learning the dynamics of the local market. We had to coordinate a host of approvals from various authorities and we had to work with our suppliers to negotiate competitive price points. However, we received immense support from our suppliers and partners, especially the many local supermarket chains that stepped forward to stock our product, enabling us to establish strong distribution networks across the island.” 

Muffadal also reiterated that he continuously follows the latest global trends in the industry. He visits his suppliers on a regular basis and participates in food exhibitions and fairs to stay up-to-date with the latest innovations and lifestyle trends that are impacting the industry. 

Highlighting key areas that he would like to explore to facilitate market growth in Sri Lanka, Muffadal stated: “We are hoping to strengthen our presence at key retail locations such as sports centres, gymnasiums and sports clubs. Working closely with coaching networks and sports programs at different schools is another area that we would like to explore. Additionally, we would like to stock our products at key entertainment hotspots such as cinemas and shopping zones. Creating easy access to our products at key retail touch points is our utmost priority in terms of strengthening our consumer base and distribution network. We also look forward to partnering with more stores, cafés, restaurants and distributors in the long run. Forging stronger relationships with corporate customers is also a top priority for us as we hope to supply our 100PLUS range of products at more corporate sports meets, marathons and offices.” 

Commenting on his future plans for 100PLUS in Sri Lanka, Muffadal revealed: “Sri Lanka is a thriving hub for retail activity and consumer products in the F&B and FMCG categories are poised to sell well here. Going forward, I hope to focus on establishing greater awareness about the 100PLUS brand in Sri Lanka. Isotonic beverages are often misconceived as being energy drinks. However, they are part of an entirely different product category. 100PLUS is an isotonic beverage that rehydrates the body and replenishes electrolytes and minerals that are lost as a result of physical exertion. Through improved communication efforts, sponsorships and increased engagement at multiple levels, I hope to create a greater understanding about the benefits of isotonic beverages, and how they can enhance not only the lifestyles of fitness enthusiasts and sports people but also the lives of professionals and youth, who lead busy lives and need to constantly stay hydrated. 

“Additionally, by partnering with sports professionals, renowned trainers, athletes and vibrant personalities who have a thirst for life and by bringing them to the forefront of our activities, we hope to create interesting conversations around the 100PLUS brand.”

To find out more about 100PLUS Sri Lanka, follow the brand on Facebook or call 0115113300.