Sports nutrition firm Grenade targets £5m UAE export growth

By James Ridler contact

- Last updated on GMT

Grenade is set to capitalise on £5m export sales to the UAE
Grenade is set to capitalise on £5m export sales to the UAE

Related tags: coronavirus, Supply chain

Sports nutrition brand Grenade has set its sights on sales growth worth £5m in the United Arab Emirates (UAE) over the next five years.

The start-up’s forecast for international growth followed a successful £150,000 supply deal in the region, supported by the Department of International Trade (DIT).

UK trade in the UAE has seen a resurgence, thanks to negotiations by the DIT to relax the strict labelling rules for imported products.

Labelling exception for the UK

Previously, all goods coming into the UAE required Arabic labelling, which was described by the DIT as an expense many companies could not afford. This was successfully lobbied against, with UK food and drinks made exempt from the rule until June 2020 – with an extension requested.

Commenting on Grenade’s export success, the company’s UAE general manager Toufic Safi said: “Without DIT’s support, we would not have been able to get our products to market in the UAE so swiftly during lockdown.

“Having established a strong presence there, it was extremely important to us that we continued to quickly and safely service our customers throughout the pandemic.”

HM trade commissioner for the Middle East Simon Penney pinpointed the UAE as a market “bursting”​ with opportunities for UK businesses to explore.

‘Hard work paying off’

“To keep trade flowing DIT officials in the UAE have been supporting businesses like Grenade throughout the coronavirus pandemic and it’s great to see their hard work paying off,” ​he added.

“Expo 2020 Dubai next year presents an exciting opportunity for the UK to showcase innovation and creativity on a world stage, strengthening trade ties between the UK and the UAE.”

Overseas sales account for 20% of Grenade’s annual turnover, a figure Safi hoped to see rise as it takes its first steps into exporting to the Australian market. The company has already secured a deal with Australian retail chain Woolworths and has plans to launch in Germany, Belgium, Switzerland and Scandinavia.

Meanwhile, the Food & Drink Federation has backed Government moves to push for better trade deal for food and drink exports to Japan.

Related topics: Ambient foods, COVID-19, Operations

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