Healthy Hydration


News Industry iPRO Partners with Europe’s Leading Food Wholesaler Brakes


24th January 2023

iPRO Partners with Europe’s Leading Food Wholesaler Brakes

iPRO are thrilled to partner with Europe’s leading food wholesaler Brakes, which has been providing quality food and catering supplies to the food service industry for over 60 years.

The company is a true success story, evolving from a pub backroom to the UK's largest food wholesaler. The secret to their success? Knowing what customers want before other firms, like frozen chips – an idea that was treated with derision at the time, but today is one of the biggest and most successful categories in food service.

Functional drink sales are growing exponentially as consumers seek an accessible way to stay hydrated. Brakes partnership with iPRO will meet this demand while expanding the wholesaler's healthy offering. Under the partnership, Brakes will distribute the iPRO Hydrate range in Berry Mix, Orange & Pineapple and Citrus flavours.

New for 2023, iPRO Hydrate is bottled in fully recyclable packaging with the use of 30% rPET. Aligned with the 2024 Single-Use Plastics Directive, a new tamper-resistant band and cap that remains attached even after the bottle has been opened.

Offering an ultra-refreshing burst of flavoured hydration, iPRO Hydrate is infused with electrolytes, vitamin C and vitamins B5, B6, B7, and B12 to support the immune system. In addition to being low-calorie, there’s less than 3g of sugar per 100ml which proudly makes it low-sugar and a healthier choice for those with high blood glucose levels.

Razina Moosa, Head of Out of Home at iPRO, says:

“As consumers seek a more convenient way to stay hydrated, the demand for functional drinks is rising. In partnership with Brakes, we’re delivering our vitamin-rich hydration drinks to more refrigerators and providing a healthier choice that doesn’t compromise taste. Now available Nationally via Brakes."