Regional FMCG importer expands retail operations with five new distribution agreements

Bhushant Ghandi Divisional Retail Food Service Truebell.

Distribution Agreements

  • Truebell wins the distribution rights for leading home and personal care brands Green Cross, Savlon, WaterWipes, Twistshake and Engage
  • Global hand sanitiser market expected to reach US$5.5 bn by 2024; Truebell working to ensure constant supply of these products in light of COVID-19 virus outbreak

UAE-headquartered Truebell, a leading 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, said: “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.

“Today, parents are more willing than ever before to spend on natural and innovative products for their babies, with increased purchasing power of consumers cited as one of the key factors driving growth in the global baby product market,” added Gandhi.

Truebell, in addition to importing a wide range of brands for distribution, also operates as a wholesaler and exporter. The company’s operations worldwide are supported by a well-established distribution and logistics department which uses one of the most advanced computerised stock monitoring systems in the region. The company also facilitates its’ global exports by utilising large warehousing facilities in the UAE containing over 500,000 sqft of dry and cold storage areas.

“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,” said Gandhi.

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. To date it has a portfolio of over 10,000 products, underscoring its position as a leading importer, wholesaler, distributor and exporter in the GCC.


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