Truebell expands home & personal care category

RetailME Bureau

UAE-based importer of FMCG products, Truebell 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.

“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, handwash, bodywash, soaps, moisturisers and pocket perfumes,” said Bhushant J Gandhi, divisional manager, retail & food service, Truebell.

“In addition, the global market for hand sanitisers is predicted to reach $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,” he added. “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.”

Truebell also 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 products from their range including baby bottles, pacifiers, sippy cups, tableware and teethers.

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