Canadian firm Next Level Energy, the maker of coffee alternatives like caffeine inhalers, is planning to tap into the growing caffeine market in the UAE through a new partnership.
The Vancouver company has finalised a distribution alliance with Ilsiyara Energy Drinks for the UAE, including a retail roll-out in Dubai, it said in a statement.
The company is confident that it is on track to go live in retail in Dubai this coming November.
The goal at the moment is to focus on building the brand in the emirate, with the intent to exhibit at the World Expo next year, and expand in the region from there, said Elliot Mashford, CEO and founder.
The company has been developing alternative products through its “Eagle Energy” brand for caffeine users since 2015. Its products include Energy Vapor, which essentially combines e-cigarette with concentrated coffee in the form of vaporiser.
Mashford said entering the UAE market is a “game-changer” for their company’s sales growth, given Dubai’s strategic location. The move is also a “pivotal step” towards the company’s global expansion and revenue diversification strategy.
“Given Dubai is the distribution gateway to the Middle East, this is a game-changer for Eagle Energy’s International sales growth,” said Mashford.
According to the company, the city’s evolution is set to come into sharp focus when it hosts the World Expo 2021 Dubai.
(Writing by Cleofe Maceda; editing by Seban Scaria)
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