iPRO Hydrate, the leading functional hydration brand, is proud to announce its official launch in South Africa, marking another milestone in its global expansion. 

The launch is made possible through an exclusive partnership with Gordon Sweets, a long-established distributor serving independent retailers and the impulse sector. Based in Cape Town’s Western Province, Gordon Sweets boasts national coverage, ensuring iPRO Hydrate reaches consumers across the country. 

As a trusted name in FMCG distribution, their expertise and commitment to quality make them the ideal partner for iPRO’s South African entry. iPRO is proud to collaborate with a respected family-run business that shares its values of excellence and innovation.

The premium hydration drink will be available in a 500ml format across four refreshing flavours, offering consumers a healthier, caffeine free choice with no artificial flavours or colours, and sweetened naturally with stevia. iPRO Hydrate delivers electrolytes that hydrate four times faster than water, along with 100% of your daily recommended Vitamin C and essential B vitamins (B5, B6, B7, and B12) for optimal hydration and wellness. Aligning with iPRO’s commitment to sustainability, the bottles are made with 30% rPET and are fully recyclable.

iPRO’s global expansion has been accelerating rapidly, particularly in the Middle East, where the brand has seen significant success in the UAE and Saudi Arabia through its partnership with Al Rabie, one of the region’s leading beverage companies. 

With South Africa’s growing demand for functional beverages, iPRO Hydrate is set to make a strong impact in the category.

A key part of iPRO’s brand ethos is supporting active lifestyles, exemplified by its global partnership with parkrun, where it serves as the official hydration partner. South Africa is home to one of the world’s most engaged parkrun communities, with over 1.3 million registered participants and events held weekly in over 200 locations. Through this partnership, iPRO will provide essential hydration to runners and walkers across the country.

Thomas Garrad, Managing Director and majority shareholder of iPRO, commented on the launch: “We are thrilled to introduce iPRO Hydrate to the South African market. With a growing consumer focus on health, wellness, and sustainability, our functional hydration drinks are a perfect fit. Partnering with Gordon Sweets allows us to reach consumers nationwide and continue our global mission of providing superior hydration. The success we’ve seen in the UAE and Saudi Arabia demonstrates the increasing demand for functional beverages, and we are confident that South Africa will be another key market for us.”

South Africa’s functional beverage market is witnessing strong growth, driven by increased health-consciousness among consumers. The market is projected to grow at a CAGR of 7.8% over the next five years, with demand for low-sugar, natural, and performance-enhancing beverages on the rise. iPRO Hydrate’s unique formulation and focus on sustainability will add significant value to this evolving sector.

This launch also rekindles iPRO’s connection with Faf de Klerk, the South African rugby star who previously served as an iPRO Ambassador during his tenure with Sale Sharks Rugby in the UK. His association with iPRO highlights the brand’s deep ties with elite sports and its commitment to hydration in high-performance environments.

As iPRO continues its global expansion, the brand remains dedicated to providing superior hydration solutions to consumers worldwide. The South African launch represents an exciting step forward, reinforcing iPRO’s position as a leader in the functional drinks market.

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