GCC FMCG Importer Targets Expansion In Projected US$14 Billion MEA Probiotic Market

UAE-headquartered Truebell, a leading GCC importer of fast-moving consumer goods (FMCG), has announced plans to expand its portfolio of probiotic products following the opening of its new state-of-the-art distribution centre in Dubai Industrial Park.

At present, Truebell has more than 60 global products in its portfolio including Yakult – a Japanese probiotic fermented milk drink – with Truebell management planning to broaden its probiotic offerings in the next 12 months.

Truebell Divisional Manager, Retail & Food Service, Bhushant J. Gandhi said, “probiotics are very sensitive products – often with very short shelf lives – therefore they require an efficient cold chain network in order to be delivered from where they are manufactured to the retailers where they are sold in a careful and timely manner.”

He said: “We specialise in perishable air cargo products, so anything from 14 to 45 days. For our existing probiotic product Yakult, the Japanese probiotic fermented milk, we fly pallets over on a weekly basis to each of the GCC markets in which we distribute including UAE, Kuwait, Oman and Bahrain where we have our own facilities in each of these logistics hubs.”

The global probiotic market is expected to reach $57.4 billion by 2022, rising at a Compound Annual Growth Rate (CAGR) of 7.7%, according to Allied Market Research.

Meanwhile, recent reports have citied that the Middle East and Africa’s probiotic market will grow to almost US $14.77 billion by 2023 with a significant increase in disposable income and initiatives by key market players to promote natural products driving this growth.

Society is becoming more health conscious than ever before and probiotics, whether in supplement format or in food and beverages, are becoming increasingly popular due to the health benefits linked to them such as enhanced digestion, stronger immune system and healthier skin to name a few.

Gandhi said: “With our new 25,000sqm purpose-built fulfilment centre, featuring multi-temperature storage accommodating up to 21,000 storage locations across ambient, frozen and chilled produce, we have the correct infrastructure in place to handle and store probiotics.”

“Strategically located with easy connectivity to Jebel Ali Port, Al Maktoum International Airport and the Expo 2020 site, our fleet of 45 trucks can transport probiotics effectively and efficiently at their required temperature and within the required timeframe.

“In addition to this, our advanced monitoring system provides full reassurance and satisfaction that if something were to go wrong in the supply chain we can quickly and effectively pinpoint the cause and rectify immediately,” he added.

Truebell has gone from strength-to-strength since it was established in 1984 with expertise across five key divisions including food, beverage, hospitality, suppliers and retail duty free.

Gandhi concluded: “We now have a presence in 20 countries around the world with a portfolio of over 10,000 products including more than 60 global brands, cementing our position as a leading importer, wholesaler, distributor and exporter in the GCC.”

For more information, please visit: https://www.truebell.org/