Truebell targets expansion in projected US$14 billion MEA probiotic market

Truebell plans to leverage its success working with Japanese probiotic fermented milk manufacturer Yakult to grow GCC presence
Yakult, Truebell, Fmcg, Supply Chain, Dubai, Japan


UAE-based Truebell 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.

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.

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“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,” said Truebell divisional manager, retail & food service, Bhushant J. Gandhi.

“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,” he added.

The global probiotic market is expected to reach US $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.

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“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,” said Gandhi.

“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,” he adds.

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.

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