Partner Article

SUMO extends global reach

A North East entrepreneur is taking his innovative calorie-burning drink global, after announcing a new deal with Australian based Amiral.

The new agreement will mean that SUMO will now be available in Australian New Zealand, the Middle East and North Africa, bringing the number of territories stocking the groundbreaking beverage to 40. Distributor Amiral has already taken on dedicated staff to deal with demand.

Richard Baister, managing director of SUMO came up with the idea of a drink containing ingredients specifically blended to boost the body’s metabolic function after 3 years of development. The product was launched in August 2011, and in the wake of the company’s recent success, he has high hopes of continuing the drinks overwhelming popularity.

He said:“This recent signing signifies immense progression for us as a company, as it means we now have exposure to a huge range of new markets.

“We want to continue to increase momentum and focus on expanding global distribution, as well as selecting the right partner to maximise the potential of SUMO.”

CEO of Amiral Tariq Ahmed believes that the products’ health benefits will now allow SUMO to tap into a popular and lucrative market.

He added: “From the moment we heard about SUMO we were keen to get involved – with changing consumer trends leaning towards health and well-being we’re looking to build our brand portfolio with health based products, so it is the perfect fit for us with SUMO as our signature brand.

“We’re really excited to be working with Richard and his brand, and have invested a great deal of time and money into market research and launch strategies, with some fantastic feedback so far.

“We are confident the product will be a huge success globally as it has the ability to tap into a relatively unsaturated market, essentially down to it being a non-carbonated, non-sugary and naturally functional drink – there is nothing else like it out there.”

SUMO Drinks was recently named amongst Real Business Magazine’s Future 50 shortlist of promising young businesses.

This was posted in Bdaily's Members' News section by Ruth Mitchell .